Is greenwashing the worst thing to happen to the fashion industry?
Outside accreditation from an independent company that verifies a fashion brand’s claims is a vital in detecting greenwashing.
Is the company a B corp? Does it reach GOTS or use BCI cotton Is it Fair Trade? These organisations go some way to substantiating a company’s ethical and sustainable claims. Big fast fashion brands follow a model of growth and push for ever bigger profits. Keep in mind the fact that their ‘sustainable’ collections only make up a tiny proportion of their offering, so investigate brands that are working towardsclothes, so always shop with Vivienne Westwood’s mantra in mind, “Buy Less, Choose Well, Make It Last.
Likewise, get to know what materials are being used to create the clothes. Many brands are using recycled plastic bottles to create fabrics and flagging it as sustainable - but this is not a long term solution. Using plastic bottles as a resource diverts the plastic from being recycled into actual bottles One plastic bottle could be made into a new plastic bottle up to ten times, but if the bottles have been recycled into a garment, that resource is taken out of the circular recycling system.
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