Have you recently seen your favourite fast fashion’s eco initiative and thought it was too good to be true? Probably because it is. While some of our favourite fast fashion brands like Zara H&M and Topshop may preach sustainability, it is with great sadness that I inform you that they will never be sustainable.
Often a new range of clothing advertised as ‘organic’ or ‘sustainable’ may grab our attention and this is exactly what a company has set out to do. In many cases, brands release green campaigns in the hope that the green glow of one initiative will rub off on the whole company. In actual fact, the tiny portion of clothes under this initiative will have minimal if not zero effect on the company at large.
If a brand is not setting clear targets to increase their sustainable range to more than 50% of their products, or are working towards making their entire business sustainable, it’s sadly another case of greenwashing.
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