In the last few years, the topic of fashion sustainability has evolved from a mere concern to a matter of fundamental urgency. Many fashion brands have switched their production practices to more ethical and sustainable ones, however, it seems that many fashion companies including High Street brands have been accused of green washing and misleading their customers.

This accusation comes after the CMA (Competitions and Markets Authority) released a report questioning fashion brand’s environmental credentials, as none seem to provide any evidence to back their sustainable practices. The CMA is investigating claims by the British fashion’s sector, as companies are labeling clothing lines to be “eco-friendly” and “sustainable” without actually providing proof of the production process.

So, what is green-washing?

To cut it short, “green-washing” is a scheme that many companies in the fashion sector use to appear more eco-friendly and sustainable than they actually are. The process includes making inaccurate and sometimes even false claims about the companies green production practices.

Such false practices deceive customers into thinking that the product they are purchasing fall into the ethical standards of fashion suitability.

What do fashion industry employers have to say about this?

“ It is such a shame to witness other companies being dishonest about their production processes. Consumers are paying tons of money annually for products they believe fall into the standard of the companies “sustainability measures” when in fact it is not. “, tells us Isabelle Clarette, advertising and sales representative at Matches Fashion.

“ If fashion brands want to clean up behind their environmental impact, misleading data and are complicating the process and efforts to build a sustainable industry” Isabelle Clarette

Certification Matters

Moving forward, if you really want to know if a fashion brand is truly sustainable, then look for the B Corp Certification. This means that the brand has attained the highest possible standards across its five categories, workers, the environment, customers, community, and governance.

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