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Agenda-setting intelligence, analysis and advice for the global fashion community.

Green or Greenwashing: Who Gets to Decide?

European efforts to introduce standardised rules governing how brands back up environmental claims are fuelling a heated debate that stands to create winners and losers.
European efforts to introduce standardised labels that signal a product’s sustainability credentials to consumers are fuelling a heated debate that stands to create winners and losers.
H&M has introduced scorecards that grade the sustainability credentials of materials used in select garments, part of a trend towards more transparency and accountability in marketing as scrutiny on the industry mounts. (H&M)

Last May, H&M

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Further Reading

Measuring Fashion’s Sustainability Gap — Download the Report Now

Brands are talking about sustainability more than ever before, but does their rhetoric stand up to scrutiny? BoF’s new report, The BoF Sustainability Index, benchmarks 15 of the industry’s biggest companies against ambitious environmental and social goals and finds fashion is falling short.

About the author
Sarah Kent
Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

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