It’s not news that people care about the environment, everywhere we look we see green initiatives, eco-friendly brands and sustainable alternatives. Brands recognise this trend and in turn are endeavouring to integrate sustainable practices. Greenwashing is the use of marketing to portray a brand as ‘environmentally friendly’ when it is not… so annoying right?!
Since when did being a good person become so damn hard! Don’t worry, we’re here to help.
1. ‘Natural’ doesn’t always mean eco-friendly
You’re probably familiar with materials such as viscose, rayon and bamboo and may see these as an eco-friendly green light. However, it’s important to take note of where these materials are sourced and how they’re grown.
You may be shocked to find out that viscose contributes to deforestation unless it comes from a certified source and bamboo is often grown with pesticides and chemicals (Canopy Planet, 2019). So, what can you do? Try to buy organic where you can and check out the Higgs Materials Sustainability Index to learn about the impacts of different textiles.
2. ‘Organic’ doesn’t make it ethical
Just because a cotton is ‘organic’ (made without harsh chemicals) does not mean the factory workers had adequate working conditions or the cotton fields were fairly paid. It also doesn’t mean thousands of carbon miles weren’t clocking while materials travelled from China or India to Australia and back.
3. Vegan doesn’t make it sustainable
Consumers commonly assume ‘vegan’ covers all ethical bases, however concern for animal welfare can come at an environmental cost. Synthetic alternatives to leather and fur can often be made with oil which can be detrimental consequences for the environment.
Some vegan fashion pieces are not made with the same quality or with materials that will last long, raising questions about what defines true sustainability.
“It might technically be vegan, but it’s basically fast fashion—cheap clothing made in Asia that will fall apart and be thrown away within one or two seasons—glossed over with a sheen of ethicality."- Alden Wicker
The Verdict:
There is no one tick box for a fabric to be 100% legitimately sustainable and ethical. Always look out for GOTS certification on the care label of the garment which acts as your eco approved thumbs up! If the fabric is GOTS (Global Organic Textile Standards) certified the buyer of the fabric can trust that they’re buying fair trade.
If you can’t see any relevant certification, make sure a brand is being truly transparent and not using sustainable hot-words to distract you!
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