How you know when a fashion brand is greenwashing you ~thread~
When they claim to be 100% sustainable.
Unless a fashion brand’s production process is regenerative - i.e. their product is carbon positive & gives back to the earth, they can’t be 100% sustainable.
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Unless a fashion brand’s production process is regenerative - i.e. their product is carbon positive & gives back to the earth, they can’t be 100% sustainable.
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This brand has now taken '100% sustainable' out of their Instagram bio btw, but I think it's useful to see the language & justifications brands often use when receiving comments/criticism regarding sustainability - this is part of my DM chat with them.
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Brands often claim to be sustainable in their marketing, but fail to explain why, or make it very difficult for consumers to find out why - examples from Net-a-Porter.
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They want to trick you into feeling like you’re passing on your clothes responsibly & get you to buy more of their stuff at the same time.
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