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

How Brands Should Navigate Fashion’s Greenwashing Crackdown

Companies including Boohoo, Asos and H&M are in the crosshairs, as mounting scrutiny of green claims ratchets up the pressure on brands to credibly back up any sustainability messaging.
An H&M clothing tag attached to a pair of jeans that says "24 precent recycled polyester / 20 percent recycled cotton.
H&M clothing tag displaying information about a product's recycled content. A class action lawsuit filed in New York in July alleges the fast-fashion giant made "misleading and deceptive" sustainability claims. (Shutterstock)

Big brands have ramped up sustainability marketing in a bid to cash in on demand for ethical and climate-friendly fashion. Now regulators and consumers are putting those claims to the test.

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Further Reading

How to Avoid the Greenwashing Trap

As sustainability becomes more important to consumers, brands must invest in genuine root and branch reform, manage expectations, be humble and own up to their shortcomings to avoid backlash because consumers ultimately see through platitudes and gimmicky campaigns.

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.

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