Sustainable Fashion – Fact or Fiction

The truth behind supposedly sustainable fashion is that it is not sustainable at all. Increasing awareness of the environmental impact of the fashion industry has resulted in emerging ‘eco-friendly’, ‘green’, and ‘conscious’ collections. These labels mean nothing to fast fashion companies but they do mean something to the thousands of trusting consumers being fooled. Studies have shown that people are willing to pay more for environmentally aware products which makes sustainability an effective marketing tool. Our high streets have been polluted by greenwashing. Greenwashing is presenting something to be environmentally responsible when it does not live up to the standard … Continue reading