What Does “Zero-Waste” Even Mean?

"Zero-waste" has become one of those phrases you see everywhere—from skincare products to kitchen goods to clothing labels. And while it sounds like something we all want to support, the phrase has started to raise more eyebrows than excitement lately.

Why? Because like many buzzwords in the world of sustainability, "zero-waste" is being overused, and in some cases, misused. It's become a marketing badge, slapped onto products without much explanation or substance behind it. This greenwashing trend makes it hard for consumers to know who’s actually practicing zero waste and who isn't.

The Era of Buzzwords

As more brands jump on the sustainability bandwagon, "zero-waste" has turned into a marketing buzzword, used to catch your eye without always backing it up. That’s led to a lot of confusion and skepticism. People want to make thoughtful choices, but when every product claims to be “eco-friendly” or “green,” it’s hard to know who’s actually doing the work.

So let’s break it down.

What Is Zero-Waste, Really?

At its core, zero-waste is a commitment to reducing trash at every stage of a product’s life cycle—from design to production to packaging. This doesn’t always mean no trash ever—instead, it's about minimizing landfill waste by reusing, recycling, repurposing, or composting every part of a product or its production process.

That means:

• Using recycled or reclaimed materials

• Designing products with no leftover waste

• Offering refills, reusables, or compostables instead of single-use

• Creating a closed-loop system, where waste becomes a resource

It's about designing with intention, using every bit, and keeping materials out of landfills.

Zero-Waste Brands Doing It Right

Some of our favorite brands making waves in the zero-waste world are showing us just how creative sustainability can be.

🌿 Blueland – Changing the way we clean. Blueland offers refillable, zero-waste cleaning products that eliminate the need for single-use plastic bottles. You just buy tablets and add water. Genius.

🍽️ Zero Waste Chef – Not a brand per se, but a wonderful resource and cookbook by Anne-Marie Bonneau that teaches you how to reduce waste in the kitchen with practical tips, recipes, and systems.

🕯️ Meow Meow Tweet – This small-batch body care company creates deodorants, soaps, and skincare in compostable or reusable packaging with an eye on ingredient transparency and circularity.

These brands show that zero-waste isn’t one-size-fits-all—it’s about intention and innovation.

Txtile’s Take on Zero-Waste

At Txtile, we’re committed to making sustainability feel beautiful, useful, and personal. Our quilted jackets and totes are made from repurposed Indian kantha quilts—vintage textiles that were headed for the landfill. Instead, we work with small artisan teams in Jaipur to give them new life.

Each piece is:

• Handmade and one-of-a-kind

• Reversible, so you get two styles in one

• Bold, timeless, and zero-waste—made entirely from reclaimed materials

We’re not trying to be trendy. We’re trying to be intentional—to honor craftsmanship, reduce textile waste, and bring you pieces that feel good in every sense of the word.

So, What Can You Do?

Next time you see “zero-waste,” don’t be afraid to dig deeper. Look for brands that show their process, talk about their materials, and are open about their impact. And remember, even small choices—like buying secondhand, supporting slow fashion, or choosing zero-waste pieces add up to real change.

Thanks for being part of this movement with us. 💛

— Erin Doyle

Founder, Txtile