Businesses who sell clothing could simply put a "sustainable" label onto their supply chain, which is intrinsically contradictory because fast fashion is never sustainable. Additionally, it deceives consumers into thinking that certain labels are more environmentally friendly, supporting the fast fashion industry.
Up to 52 microseasons, or one new trend per week, are produced by the fashion industry. Huge amounts of textile waste are produced as a result of how quickly and in what quantities clothing is made, worn, discarded, and sometimes duplicated in response to resurgent fashion trends.
Major fashion companies release themselves from the obligation to handle or treat this waste. As a substitute, they use "greenwashing" to introduce the sustainability standards in order to encourage mindless consumption that makes people feel good about themselves.
Sustainability is equated with being "eco-friendly" at the expense of crucial aspects of economics, health, society, and culture. Sadly enough, the industry is doing more harm than good to the ecosystem by refusing to approach sustainability holistically and instead cherry-picking issues to suit its needs.
- For straightforward facts about a company's sustainability plan, look online or in-store rather than being persuaded by fancy jargon.
- Genuinely sustainable brands will make a point of mentioning their processes on their website and in their messaging.
- Support companies that include sustainability into every aspect of their operations, not simply one collection or a few items. Take a look at how they handle packing, shipping, production, and product design.
- Even if it takes more work, you'll be able to spot greenwashing sooner in the future as a result.
Keep in mind, though, that sustainability is a journey for all brands, especially newer ones. For a variety of reasons, including the cost of certification, their suppliers frequently are unable to obtain it. In conclusion, a brand may be talking the talk even while there is no accreditation to support it. If you're genuinely interested, ask the business about its policies. Most will be as open and upfront as they can be about their procedures.