5 fast fashion brands calling for greenwashing

green washing A business in marketing refers to a business that presents product or service information in a way that makes consumers believe it is environmentally friendly. Using false labeling to sell anything is morally wrong and companies that do so should be held accountable. Here are five top fast fashion brands called greenwashing.

5 fast fashion brands calling for greenwashing


H&M, the world’s second largest fashion retailer, contributes to a staggering amount of textile waste, churning out millions of garments and designs each year. With over 5,000 stores worldwide, H&M is home to many fast fashion companies known for their copying of high-end fashion, rapid clothing turnover, and unsustainable practices including the use of harmful chemicals in their products. Enterprise he is one. inhumane working conditions.

Since then, the fast fashion company has gone from implementing an in-store clothing collection and recycling program to the launch of the 2011 “Conscious” collection, where items are made from at least “50% sustainable materials.” H&M has also publicly set a goal of using only recycled and sustainable materials by 2030. These initiatives will allow the company to establish a “greener” fashion image.according to it 2021 Sustainability Reportthe brand tripled the percentage of recycled materials used in its clothing and reduced plastic packaging by nearly 28%.

Despite these promising results, it is the nature of fast fashion, and the Swedish company, to trick consumers into buying more clothes than they really need. Encouraging others to do the same will not make up for the 3 billion garments the company produces each year. Many also criticize sustainability claims for being vague and greenwashing, highlighting the lack of transparency regarding environmental impacts and reducing carbon emissions throughout the supply chain.

2. Zara

Zara is probably the world’s first fast fashion retailer. Founded in 1975, Zara famously touted its ability to make clothes from the design stage into stores. 15 daysThe Spanish apparel company has now grown into one of the largest and most popular fashion brands. 12,000 new designs and manufacturing Over 450 million clothing items every day.

Like H&M, the Spanish giant has made great efforts to enhance its sustainability image. “Join Life” nearly twenty years ago. In addition to planning a “transition to a circular economy model,” […] extend the life cycle of [their] Zara plans to switch its internal operations to 100% renewable energy by 2030. Zara also announced plans to use only sustainable and recyclable cotton and polyester materials. Reduce and offset all emissions by 2040.

But Zara doesn’t do enough to compete with the current fast fashion business model and high carbon footprint of its supply chain. Many have criticized the brand for not providing a sufficiently detailed list of factories and refraining from publishing audit results. Concerns about transparencyThis makes it difficult to assess how impactful sustainability goals really are.

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3. Uniqlo

As one of the world’s most famous fast fashion companies, it’s no surprise that Japanese retailer Uniqlo is included in the list of greenwash fashion companies. Like other fast fashion companies, Uniqlo has received multiple worker rights violations and complaints.

With over 3,000 stores worldwide, the brand also has a reputation for sustainability, manufactured in large quantities using cheap synthetic materials such as rayon, polyester, nylon and elastane, and sold at very low costs. , not the best.

However, in recent years, UNIQLO A more sustainable approachFor example, the Setouchi Olive Foundation, which focuses on technology to create new clothing from recycled materials, develops energy-efficient infrastructure, and aims to protect and restore Japan’s coastal areas and islands in the Seto Inland Sea. I am supporting. “For over 20 years, UNIQLO has been on a path to sustainability. As a global responsible clothing company, we contribute to the health of our planet, society and people.” The website says:

But the lack of transparency has sparked accusations of greenwashing. First of all, Uniqlo does not offer certification for its textiles. To date, Japanese brands have failed to report on their progress or disclose their implementation. It is very difficult to judge whether

4. Nike

Nike, the world’s largest supplier of athletic footwear and apparel and a leading manufacturer of sporting goods, has long been under the watchful eye of environmentalists and campaigners.The company was built on type of business The search for ways to keep labor costs as low as possible led to several related scandals. sweatshop in indonesiaDecades of campaigning for workers’ rights have led to dramatic shifts in corporate culture. champion of sustainability.

Despite great strides in recent years, the brand is still at the center of greenwashing claims, and more recently its “Move to Zero” CampaignIt was dedicated to Climate Week and revolved around the idea that there would be no sport without the planet. The campaign claims to be the framework for Nike’s journey towards zero carbon and zero waste.Still, fashionista reporter Whitney Bauk explain it As just a “marketing campaign that repackages old commitments without offering new commitments.” In an interview with a fashion magazine, Noel Kinder, Nike’s Chief Sustainability Officer, himself has committed to diverting 99% of footwear manufacturing waste from landfills and reducing water consumption per unit by 20% across Nike’s supply chain by 2020. , acknowledges that some of the goals set by the company have not been fully achieved. Be realistic, and actually getting there may be harder than it first seemed. The company’s progress is certainly good news, but touting its environmentally friendly practices without actually fully committing to them is a form of greenwashing.

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5. Allbirds

A B Corporation certified for social and environmental performance, Allbirds is a New Zealand-American footwear and apparel company known for its popular ‘sustainable’ wool running sneakers. .

Despite claiming to keep their products as eco-friendly as possible, Allbirds underestimated the environmental impact of using wool in its sneakers, using sheep from its suppliers. has been accused of misleading marketing. “Live a good life”According to advocates for the ethical treatment of animals (peta) – the world’s largest animal welfare organization – workers beat, trampled, slit skin and slit the throats of unconscious sheep. In addition, the company’s Life Cycle Assessment (LCA) measures the carbon footprint of each product based on materials, manufacturing and product use, while the environmental impact of wool production on water use, eutrophication or land occupation impact cannot be assessed.

A proposed class action lawsuit filed earlier this year alleging Allbirds misled consumers regarding its carbon footprint and animal welfare claims laid off in June By Judge Cathy Seibel of the Southern District of New York.

The research for this article was conducted by Earth.Org research contributor Chloe Lam.

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