Regardless of the number of dollars spent on marketing or cleaning up the past, we know that customers have the final say when it comes to brand image. That is why brand transparency is essential to any successful business of this generation. An issue, however, is that brand transparency is becoming a marketing device for major apparel brands to make them appear more likable and thus, establishing customer’s trust and loyalty. The purpose of our research is to examine apparel brands that label themselves as “transparent”. Recently, the label “transparency” has been clouded with lies and uncertainty by brands who use it in a capitalistic way. Our research aims to clear the air and re-establish the truth in brands that say more than they do. To do so we examined consumers’ understanding of “brand transparency” and how it impacts consumers’ overall perception of the brand’s image. Specifically, we conducted a content analysis of consumer comments in various social media platforms, and also distributed an online survey. Our results suggested that brand image can be easy to build up but difficult to change once the public already associates the company as being trustworthy or not.