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I’m a Barbie Girl in a Sustainable World

I’m a Barbie Girl in a Sustainable World

The Barbie Movie was the movie of the summer, grossing over $350 million in its opening weekend. It was the biggest opening weekend for a film directed by a woman. With the movie’s hype came a lot of merchandise and, yes, a lot of pink. Many fashion brands rose to the occasion to try and make a buck off of the movie.

Fast Fashion brands like Forever 21, Zara, Primark, and many more designed official Barbie clothing lines. NYX Cosmetics released a Barbie-inspired makeup set, and a Burger King in Brazil even made a pink barbecue sauce. If you didn’t own something Barbie pink and wanted to see the movie, you wouldn’t have to go far or spend a lot of money.

The problem with these huge marketing campaigns is a lot of waste. These trends and crazes come and go and eventually get donated or tossed out. Moreover, many people are only interested in buying these products to post on their social media platforms. Once that’s done, these items don’t serve much purpose.

Mattel goes sustainable

Fortunately, these merchandising trends and the negative environmental impact does not speak to the company that made Barbie. Mattel is trying to clean up its plastic use by 2030. The company aims to use 100 percent recycled, recyclable or bio-based plastic in its toys and packaging. By 2030, the company hopes to make 75% of the clothing for dolls out of sustainable materials, including natural and recycled synthetic fibres.

According to their website, the plastic parts from their Barbie the Future of Pink is Green line is made from 90% plastic sources within 50 km of waterways in areas lacking formal waste collection systems. Among this line are Dr Jane Goodall and the Eco- Leadership Team Certified Carbon Neutral, Chief Sustainable Officer Barbie, a Renewable Energy Engineer Barbie and an Environmental Action Barbie to inspire kids to learn more about green careers.

Mattel even has a toy takeback program designed to recover and reuse plastic materials from old toys. The company has also successfully reduced the amount of plastic that goes into making its LEGO blocks. Their MegaBlocks and some FisherPrice toys are now made out of biobased plastics.

Barbie has come a long way since it first appeared on shelves in 1959. Changing how and what their dolls are made of could significantly impact the plant, especially as its popularity continues to rise.

How to support the Barbie Trend sustainably

Of course, this doesn’t make up for the brands playing into Barbie and the Barbie Movie’s fame. It might have even been a missed opportunity by Mattel to promote sustainability and sustainable fashion. But there are many ways you can promote sustainability on your own, especially if you want to jump on the Barbie pink trend:

  1. Shop secondhand -pink outfits – you’ll likely find something unique and vintage.
  2. Shop quality pieces that could be worn multiple times instead of supporting fast fashion brands
  3. Choose sustainable fabrics such as organic cotton.
  4. Support ethical brands
  5. Create pink Barbie outfits with a DIY touch

Not giving in to fast fashion brands can be a small step to making a difference in how we market and support these box office movies. The Barbie Movie is not the first to have a ton of merchandising associated with it, and it won’t be the last. These brands have an opportunity to promote sustainability with the promotion of their brands. As mentioned, it might have been a missed opportunity by Mattel, who could have encouraged people to follow sustainable ways of dressing up for their movie. Think of how good an “I’m a Barbie Girl in a sustainable world” tagline would’ve been! Maybe we’ll do better with the Polly Pocket or Barney movies.

 

 


 

 

Source  Happy Eco News

Make Flying More Sustainable with Any Wear Anywhere

Make Flying More Sustainable with Any Wear Anywhere

There’s nothing like getting on a plane with the excitement of going on a new adventure. But with travel comes the stress of baggage, especially those moments of panic when you don’t know if your bag will arrive at your final destination. And we all remember those photos of lost bags that went viral, which caused everyone to travel with carry-on bags, which is stressful on its own. What if I told you that you didn’t need to bring a bag anymore? What if you could rent the clothes you need for your vacation? And to top it all off, you’d be doing it for the good of the planet.

Japan Airlines is launching a pilot project to allow international travellers the option to rent sets of clothing. Their “Any Wear Anywhere” rental clothing service offers a range of clothing choices which start at less than $30 for two bottoms and three tops. Travellers can rent as many as eight outfits for up to two weeks. All rentals are delivered directly to where the visitor is staying.

The Any Wear Anywhere service is designed to reduce the weight of cargo carried on flights and reduce carbon emissions. Japan Airlines will keep track of the baggage weight reductions and corresponding carbon dioxide emissions reductions due to the clothing rental service and inform their customers.

The airline has already reported that for each kilogram of weight avoided from a flight from Tokyo to New York, the carbon emissions from the aircraft are reduced by 0.75 kilograms. As you can imagine, the more weight you put in an airplane, the more fuel you need to burn to keep it in the air. Which is why airlines have weight restrictions for your baggage.

The Any Wear Anywhere service helps to reduce clothing waste experienced in the fashion industry. All available rental clothing is recuperated from overstock of apparel or gently used clothing that might’ve ended up in the landfill. This helps to reduce the amount of clothing that is produced and discarded, which is a major contributor to environmental problems such as climate change and pollution.

The company offers a variety of clothing options, from casual to smart casual, depending on what you are travelling for. There is an option to rent seasonal clothing, depending on where you travel. This means you can always find the perfect outfit for your trip, regardless of the occasion or the weather.

Any Wear Anywhere also offers clothing sets in a variety of sizes. This is a great option for people travelling with limited luggage space. You can simply rent a set of clothes that are all coordinated, and you will be sure to look your best on your trip. For example, if you are travelling for a business trip, you could rent a set that includes a suit, dress shirt, tie, and pair of shoes. This would ensure that you are always dressed appropriately for meetings and events.

If you travel for a vacation, you could rent a set that includes shorts, t-shirts, and sandals. This would allow you to pack light and have everything you need for a relaxing trip.

The clothing sets offered by Any Wear Anywhere are all high-quality and stylish. They are also available in various sizes, so you can find the perfect fit for your body.

Japan Airlines believes that providing a travel experience with minimal luggage creates environmental value for travellers. Therefore, They can create an environment where travellers can use local options for all aspects of their clothing, food, and accommodation and make their trips more sustainable experience.

It’s an innovative way to reduce carbon emissions when travelling and the waste we’ve generated from the fashion industry. It’s also not an obvious solution but could impact encouraging sustainable travel. In one year, we will see what Japan Airlines passengers thought of the Any Wear Anywhere service and if it will influence other airlines to offer rental services.

 

 


 

 

Source   Happy Eco News

Sustainable Fashion: Could the future of LYCRA be corn?

Sustainable Fashion: Could the future of LYCRA be corn?

Developed in 1958, the revolutionary LYCRA fiber invented by Dr. Joseph Shivers – DuPont Chemist – was designed to replace natural rubber in girdles and foundation garments. Driven by the outbreak of World War II those in Europe and the US began to seek alternatives for natural resources that we expected to be either cut off or redirected for military use.

This new elasticated fiber could be spun into fine filaments and stretch up to 500% of its original length while being able to return to its original shape. Being both stronger and more durable, the fiber could be used to create softer, lighter and sheerer foundation garments that are easy to care for an highly resistant to perspiration, oils and lotions.

Flash forward 60 years, and LYCRA has had many landmark moments in the world of fashion, notable moments include the use of LYCRA for the Apollo astronauts’ spacesuits in 1969; achieving recording-breaking athletic performance in the 1972 summer games; jumping onboard the fitness craze in the 1980s; and becoming a household name in 1995.

Today, LYCRA has more than 200 unique fibers to optimize the way clothes look, feel, and perform. As an industry leader in fibre innovation, LYCRA is driven to meet the ever-changing needs of consumers.

How LYCRA is furthering sustainable fashion with the use of corn

Partnering with Qore, The LYCRA Company has developed the world’s first large-scale commercial production of bio-derived spandex using QIRA as one of its main ingredients. As a result, 70% of LYCRA fiber content will derive from annually renewable feedstock.

“As part of our sustainability goals, we are committed to delivering products that support a more circular economy while helping our apparel and personal care customers reduce their footprint,” said Julien Born, CEO of The LYCRA Company.

He added: “We are especially pleased to collaborate with Qore, a company that shares our vision for innovative, sustainable solutions. Their expertise in operating fermentation processes and understanding of the chemical value chains makes them the ideal partner to help develop a bio-derived LYCRA® fibre at commercial scale.”

Production of QIRA will be at Cargill’s biotechnology campus and corn refining operations in Eddyville, Iowa, operations will commence in 2024 following the completion of the facility’s construction. The first Renewable LYCRA fiber made with QIRA will be produced at The LYCRA Company’s Tuas, Singapore manufacturing site in 2024.

“We are proud to partner with The LYCRA Company on bringing this sustainable material solution to the market. This collaboration demonstrates that QIRA® directly replaces conventional BDO and thus significantly improves the fibre’s sustainability profile. QIRA® is an innovative platform chemical that can be used in various applications across industries,” said Jon Veldhouse, CEO of Qore.

By using field corm grown by Iowa farmers, both LYCRA and QIRA will enable a significant reduction in CO2, and replace a finite resource with one that is annually renewable, while maintaining the fiber’s performance.

 

 


 

 

Source

 

Creating Fabric Materials out of Bacteria

Creating Fabric Materials out of Bacteria

Fast fashion is a sector of the fashion industry whereby business models rely on cheap, rapid and large-scale production of low-quality clothing. Today’s clothing is made of durable and cheap materials such as nylon or polyester. Approximately 60% of fast fashion items are produced with plastic-based fabrics. The microplastics in these garments leach into the waterways with each wash and dry. Half a million tons of these contaminants enter the ocean each year. The fashion industry is also the world’s second-largest water supply consumer. On top of it all, more than 85% of the textiles and clothing purchased will end up in landfill every year.

Modern Synthesis, a biotechnology company, has created a biomaterial made from bacterial fermentation that can be used to create a low-carbon alternative to traditional clothing fabrics. The material the bacteria produces is called nanocellulose, which the company takes from waste feedstocks, including fruit or other agricultural waste. The bacteria will grow on that sugar and naturally produce nanocellulose.

The nanocellulose fibers are very strong and so small that they create strong bonds when they stick to each other. The fibers are eight times stronger than steel and stiffer than Kevlar. With the nanocellulose, the company is creating a material similar to nylon, ripstop fabric (woven fabric made out of nylon) or a coated textile. The material is designed to feel dry and warm, resembling cellulose or paper.

The process of creating the fabric can be adjusted by using different types of thread, some of which can biodegrade, while other threads can be recycled similarly to other cellulose. The project started with the creation of a shoe. Still, thanks to the material’s versatility, the company thinks it can be a good alternative to traditional textiles as it can also be dyed and given different coatings.

They believe their nanocellulose fibers are a significantly more sustainable fabric alternative to cotton, which takes a lot of resources and energy to transform. This material creates significantly fewer emissions than traditional textiles as it only requires transforming waste sugar into usable material. While the material is not yet available for consumer use, the company offers research, development, and consultation services to help brands make better, more environmentally friendly material choices.

As the fashion industry looks for more sustainable ways to make garments, many companies are moving towards using biomaterials to create new textiles. We are now seeing leathers made from fruits and vegetables, sequins made from algae, and so much more. As fast fashion continues to be a problem, the efforts that companies like Modern Synthesis are taking will help the industry reduce its environmental impact while continuing to clothe the world.

 

 


 

 

Source Happy Eco News

Are fashion brands right to trial home-compostable bioplastic bags?

Are fashion brands right to trial home-compostable bioplastic bags?

Tuesday (13 December) saw the Amsterdam-based Fashion for Good initiative launching a new ‘Home-Compostable Polybag Project’. Under the project, retailers will trial alternatives to plastic polybags for six months, for applications like transporting products to stores, storing products in warehouses and completing online orders. They will seek to understand the transparency, durability and longevity of the innovative bags, plus how they are managed once they become waste.

Given that the fashion sector now uses more than 180 billion polybags each year, there is the potential for innovative solutions to displace a significant amount of single-use plastics that are hard to recycle.

Levi Strauss and C&A have signed on as the first brands to participate in the Project. They will be trialing compostable solutions from TIPA and Greenhope, which claim that their products will compost in either home composting environments or municipal facilities. Both firms have had the composability of their packaging verified by a third-party certification scheme. They provide packaging with 25-25% bio-based materials.

Fashion for Good clarified in a statement: “Composting can be tested in two environments, home environments and industrial environments. Home composability can happen in a backyard composting bin and at ambient temperatures, whereas industrial composability requires higher temperatures (50-60°C) and specific conditions at a large-scale facility.”

This Project is the latest in a string of efforts to tackle plastic polybags by Fashion for Good. The organization first stated plans to work on the topic in 2019, promising to look at a mix of solutions including recyclable options, compostable and reusable models. Last year, Fashion for Good published a whitepaper on scaling reusable models following trials with Zalando and Otto.

Commenting on this new phase, Levi Strauss’s chief sustainability officer called it an “exciting opportunity” that “not only moves Levi’s towards achieving [its] goal of eliminating single-use plastic in consumer-facing packaging by 2030, but also puts into practice the industry collaboration required to solve these ubiquitous challenges”.

C&A has a similar goal to replace at least half of single-use plastics in online shopping and the supply chain with more sustainable alternatives by 2028.

 

A truly sustainable alternative?

Fashion for Good has stated that “bio-based polymers have been found to have a lower carbon footprint when compared with fossil fuel-based polymers. The bio-based polymers are generated from biological feedstock, such as food crops, organic waste and wood pulp. The final compostable plastic blends are generally derived from a mix of bio-based materials and petroleum feedstocks.”

There are questions around whether the petroleum feedstock elements of compostable packaging have a lower carbon footprint, and about what happens to these kinds of materials when they are not processed in a municipal facility.

Packaging provider sourceful has this week published research revealing that the global compostable packaging market is likely to be three times larger in 2026 than it was in 2021. This means that infrastructure and collection schemes need to be scaled up – the UK, for example, has no public collection schemes for homes and, as such, only 3% of compostable are industrially composted.

Sourceful has emphasized that proper waste management is important because compostable ending up in landfill can have a significant climate impact. A study of the life-cycle emissions of 20 common packaging materials by Sourceful found that bags made with compostable mono-material films, when left to degrade in nature, generate 228 grams of CO2e each. A comparable virgin plastic bag generates 118 grams, the study found.

Looking at emissions across the lifecycle, the conclusion was that the compostable bag would generate 2.5 times more CO2e than the virgin plastic bag if both ended up in landfill.

Most packaging solutions in the compostable market cannot be managed at home at present. So, it bears noting that the solutions being used by Fashion for Good will have a different lifecycle carbon footprint due to their ability to be managed in homes.

 

 


 

 

Source edie

Fashion giants agree on forest-positive textile fiber collaboration

Fashion giants agree on forest-positive textile fiber collaboration

The fashion firms, supported by Ben & Jerry’s and HH Global, have signed up to source “Next Generation Solutions” to fashion fibers through an initiative led by environmental nonprofit Canopy.

The companies have agreed to purchase more than half a million tonnes of next-generation fibers, which Canopy claims has a lower carbon footprint and a reduced biodiversity impact compared to traditional textile and packaging materials.

Canopy believes the announcement, made to coincide with COP27, will help the transition to nature-positive business models.

“We are thrilled to advance this commitment with forward-looking partners who are willing to challenge the status quo and in doing so provide a breakthrough for these game-changing technologies,” Canopy’s executive director and founder Nicole Rycroft said.

“This commitment will allow us to take a historic leap closer to the $64bn of investments in sustainable alternatives needed to ensure forest conservation for our planet’s climate and biodiversity stability.”

The investment will help build up to 20 new pulp mills for Next Generation materials, as well as providing farm communities with new markets to replace the common practices of burning straw residue and landfilling materials. Canopy claims it will prevent an estimated 2.2 million tonnes of CO2 emissions compared to the production of virgin forest fiber.

 

 

Canopy notes that less than one-third of the world’s largest companies have yet to make forest-based commitments. However, research suggests that at least 50% of the world’s forests need to be conserved by 2030 to meet the Paris Agreement’s 1.5C ambition.

The signatories have also committed to ensuring their respective supply chains are free of Ancient and Endangered Forests

“At H&M Group, we are committed to becoming a circular business, in which moving towards more sustainable alternatives for our materials is crucial. Canopy has showed true leadership by bringing the fashion and regenerated cellulosic industries together with the purpose of reducing fashion’s dependency on forests,” H&M’s environmental sustainability business expert Madelene Ericsson said.

“Innovative low-carbon solutions, such as regenerated cellulosic fibers from waste textiles, microbial cellulose or agricultural residues, will play a vital role to help us reduce our impact on climate and protect forests, so no ancient and endangered forests are put at risk to make fashion. These next generation solutions and collaborations like Canopy’s help us taking strong steps towards our goal for all our materials to be either recycled or sourced in a more sustainable way by 2030.”

 


 

Source edie

Harbour9 introduces sustainable clothing line to combat climate change

Harbour9 introduces sustainable clothing line to combat climate change

Owing to the rising woes of apparel waste management globally and how they contribute to a whopping 10 per cent of global carbon emissions due to the fast fashion trend, Harbour9 – a homegrown premium apparel brand in India – is investing mindfully to make its apparel range increasingly sustainable.

Introducing a range of sustainable outdoor casual apparel for the whole family, Harbour9 is using recycled, tailoring-scrap-made yarn to make sweatshirts and tees for men, tops for women, and solid and patterned tees for kids between 0 and 12 years.

 

The futuristic fashion brand is even devising a way to turn polyester fibres from discarded PET bottles into new-age clothes.

Made by using conscious amounts of recycled materials, the finished products from the house of Harbour9 are pre-dyed to ensure minimal environmental impact, while being in line with the current fashion trends.

Inclusive in their approach, Harbour9 is also making available its sustainable clothing range in plus-size options.

Breathable and trendy in design, the brand will introduce premium and cost-efficient eco-friendly clothing ranging from casual outdoor wear to performance gear for fitness aficionados.

Manoj Jain, Director, Harbour9, said “Climate change due to global warming is a big reason of worry for mankind to get back to basics and transition their lifestyle to being sustainable. One of the basic needs of humans, that is, clothing has kept evolving so quickly in recent years that has led to the adoption of fast fashion and its negative impact on the environment by involving in animal cruelty and quickly mounting landfills. To avert the negative impact of wastage and its impact on climate change, we at Harbour9 have come up with this range of sustainable clothing which is ethically sourced.”

 


 

Source  Apparel Resources 

Vegan handbags made of pineapple, cactus and cork could help save the planet

Vegan handbags made of pineapple, cactus and cork could help save the planet

LOS ANGELES – Pineapples aren’t just for piña coladas anymore.

As fashion looks to become more sustainable, designers are trying unusual materials – such as pineapple, cactus and cork – to create handbags and other apparel traditionally made of vinyl or leather.

Instead of relying on petroleum-based synthetic fabrics that dominate fashion, Remington Reble and other designers use vegan textiles intended to help heal the environment.

“Concern for the environment is increasing. And so with that comes those conscious choices to change how you live and consume,” said Reble, an Arizona State University fashion graduate who makes handbags from cactus.

Purveyors of plant-based leather alternatives tout their products as good for the environment because they don’t have toxic chemicals and, of course, don’t involve animal cruelty.

The trend delights animal-rights activists.

Plant-based leather is a “better option because it doesn’t involve factory farming, which is what animal leather is coming out of,” said Ashley Byrne, spokeswoman for People for the Ethical Treatment of Animals, or PETA.

Helga Douglas shows off one of her handbags made from leather substitutes. She uses such materials as pineapple and cork for her Los Angeles fashion brand Svala. (Photo courtesy of Helga Douglas)

Helga Douglas, creator of the Los Angeles fashion brand Svala, makes handbags out of pineapple and cork.

“I was always looking for handbags and accessories that were made from more sustainable, animal-friendly fabric,” said Douglas, who sells her bags online. “And I couldn’t really find exactly what I was looking for. So that’s why I created Svala.”

Her handbags are made of a leatherlike material called Piñatex, which is derived from pineapple leaf fibers collected by farming cooperatives in the Philippines. The processing is finished in Spain.

Because Piñatex is a byproduct of pineapple harvest and doesn’t require any extra land water or fertilizer, its manufacturer says on its website that it is one of the most sustainable textiles on the market.

She said customers are always curious about Piñatex, but she assures them they won’t smell like a tropical cocktail. The product holds up if taken care of properly, Douglas said.

 

Helga Douglas shows off one of her handbags made from leather substitutes. She uses such materials as pineapple and cork for her Los Angeles fashion brand Svala. (Photo courtesy of Helga Douglas

 

“It really does require some maintenance in the same way that you would care for leather,” like occasional waxing and buffing, she said.

Svala’s cork bags also are popular, Douglas said. In contrast to the stoppers in wine bottles, the cork is finished in a way that makes it smooth to the touch with a glossy finish.

Adding to its sustainability, cork bark can be harvested without killing the tree; the bark just grows back. Douglas said Svala has associated itself with a nonprofit organization that helps plant trees.

In Arizona, Reble recently started his brand Ribellè to market his cactus handbags. The project ties into his upbringing as a native Arizonan.

“My mom … sent me an article about cactus leather,” he said. “And then that combined with living my entire life in Arizona. It just immediately clicked.”

He obtains his cactus leather from a company called Desserto, based in the Mexican state of Jalisco. On its website, Desserto says the material is made with the pads of nopal cactus.

Desserto says it grows its cactus without irrigation. The pads are harvested every six to eight months, then cleaned, mashed and dried for three days. Non-toxic chemicals are mixed with the organic raw material to produce a leather substitute. Because the spines are removed during processing, wearers needn’t worry about being pricked.

Reble said the cactus leather substitute feels the same as traditional leather. Other businesses are using cactus for jackets and automobile seats.

For instance, Mercedes-Benz says its new Vision EQXX electric car “is made with animal-free textiles – like cactus fibers, mushrooms and vegan silk – that provide a luxurious finish from upholstery to door handles.”

Vegan leather substitutes are somewhat less durable than animal leather because they’re thinner and more sensitive to cracks and tears. However, careful use can extend a product’s lifespan up to 10 years, Reble said.

Like Reble, Douglas is enthusiastic about these materials.

“I think that it’s really great to have a fabric that is very sustainable and eco-friendly,” Douglas said.


Source – Cronkite News

Meet the world’s first truly biodegradable sneakers

Meet the world’s first truly biodegradable sneakers

New Zealand eco-footwear startup Orba says it has created the world’s first biodegradable eco sneakers. The shoes are designed to fully fall apart and decompose at the end of their life, leeching no toxins into the soil. They have been created to address an alarming issue, that of billions of shoes ending up in landfill each year.

Traditionally manufactured shoes contain materials and glues that do not biodegrade. They can take anywhere between 40 to 1,000 years to fully break down, creating toxins and carbon emissions as they do so. Most commercially available footwear contains a high percentage of plastic and synthetics, from soles to uppers.

While Orba claims to be the first truly biodegradable sneaker (and it appears it is the first to be commercially available), Brooklyn-based sneaker company Kengos debuted their beta Lace-Up model back in 2020 and described it as “biodegradable, vegan-friendly and made from 98% plant-based materials”, while Canadian designer Luc Houle launched a Kickstarter for a shoe that is “not only biodegradable, but can grow into an apple tree in its afterlife.”

 

An exploded Ghost sneaker.

 

Identifying a need

Orba cites 20 billion as the number of shoes made, each year, that contain synthetic materials that can’t biodegrade. The company claims to take an alternative route, by sourcing materials from nature, which makes them more sustainable and suitable for reclamation by soil.

The ‘Ghost’ sneaker is Orba’s contribution to the circular economy. A tested biodegradable sneaker, it is backed by science and independent audits to negate greenwashing concerns. Although biodegradable, Orba has set itself a target of making its shoes fully compostable in the future. The Ghost line has been available for six months, to date.

“We launched our Orba Ghost just six months ago, so to achieve both national and global recognition like this is incredibly exciting and validates our approach to design and sustainability,” co-founder Gillian Boucher said in a statement.

 

Composition of change

Orba has broken down its eco sneakers into individual composite parts, to offer full material transparency. The soles, traditionally made from petrochemical-based rubber, are created using natural rubber, rice husk and coconut oil. (Beeswax is included, making the shoes unsuitable for vegan shoppers, but alternatives are available). Uppers use flax canvas, hemp, and nettle, all of which are renewable and regenerative crops that can grow without pesticides. The footbed is a combination of cork, coir, and agave sisal.

Water-based glues are used throughout, though they are not natural or plant-based yet. Orba states this clearly and says it is looking to find a suitable alternative that will last a full life cycle and biodegrade at end of use.

A certified B Corp, Orba claims to have identified the effects of fast and synthetic fashion and sought to provide a solution. Careful to make every part of the supply and manufacturing chain transparent, it offers an alternative to the increasingly unreliable green claims of big brands.

Future goals include the development of 100 percent eco-certified shoes made from 100 percent eco-certified materials and glues. Alongside, it will aim to provide an in-depth analysis of its operational impact, including carbon footprint.

 

 

Hanging the greenwashers out to dry

Greenwashing has become a seemingly everyday activity for the fashion industry. Keen to cash in on a shift in consumer trends and motivations, companies are increasingly claiming to align with sustainable materials and practices. In reality, many are simply paying lip service and offering no traceability or proof of their newfound eco-credentials. Numerous steps are being taken to prevent greenwashing from continuing, including class action lawsuits and new legislation.

Changing Markets Foundation recently took repeat offenders to task with a protest at London Fashion Week and a greenwashing expose website lunch. Greenwash.com is styled as a virtual launderette, giving visitors a chance to see which brands and products are falling short of genuine environmental progress.

 


 

Source Green Queen