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Insight from designer Natalija Bouropoulos
While the growing number of fashion companies responding to the climate crisis is hugely positive, it can be difficult to understand as a consumer whether you are being responsible or buying into greenwashing.
Greenwashing is when a brand’s marketing around sustainability contradicts its actual business practices.
While brands are making great efforts to become more environmentally friendly, there is no doubt that some brands are entering this green trend in order to sell more clothing.
As a small business, it’s frustrating to figure out whether your efforts are actually part of monumental change. There are so many companies announcing their sustainability initiatives in the fashion industry, that it’s hard to know what’s real and what’s fake; and whether your intentional actions to make an impact and do things differently is being recognised among all the noise.
It’s easy for a brand to claim they are ethical, organic, conscious, transparent, even sustainable – and not have to prove it. Accountability is what’s missing.
As consumers, we need to challenge what we are being told. Do your research and ask questions. Look at the company’s website, read what they are doing, and begin to recognise genuine efforts.
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