Recently, the label “transparency” has been clouded with lies and uncertainty by brands who use it in a capitalistic way, 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”. 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. 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.