sustainability

B Corp and ultra-fast fashion: A contradiction of our time?

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What does it really mean when a disposable fashion brand earns a sustainability seal?


What happens when B Corp meets ultra-fast fashion?
When BusinessWire announces, “Princess Polly Becomes a Certified B Corporation™”, and BOF frames it as “the US-Australian Shein competitor earning socially responsible recognition,” we’re forced to ask: Is this progress — or just polished greenwashing?

BOF’s headline says it all: “Can an Ultra-Fast Fashion Brand Be ‘Sustainable’?”
Spoiler: it’s a rhetorical question. At least, we hope so.

What is a B Corp?
“A B Corp certification signifies that a company meets certain standards of social and environmental responsibility, but it doesn’t address all aspects of operations and practices.” —This is Greenwashing

B Corp certification and ultra-fast fashion: A Stamp of approval or a smokescreen?


Princess Polly’s Co-CEO, Eirin Bryett, celebrates the certification as proof of their “commitment to purpose-driven practices.”
But let’s be real: can a brand built on overproduction, hyper-consumption, and disposable trends genuinely “embed sustainability into every part of its business”?

After finishing This Is Greenwashing, we almost shelved it, thinking the market was saturated with truth-tellers. Turns out, the greenwashing playbook is still going strong.

The B Corp blind spot: Overproduction


In our book, This is Greenwashing, we called out B Corp’s limitations:

“B Corp certification evaluates various aspects of a company’s operations, including its environmental impact. However, overproduction may not be explicitly addressed, emphasising instead the use of sustainable materials, ethical labour practices, and other criteria.”

Fast fashion’s entire model relies on planned obsolescence — yet B Corp rewards brands for ticking boxes (recycled packaging! carbon offsets!) while sidestepping the root problem: overproduction. And ultra-fast fashion takes it to an even more extreme level.

B Corp and ultra-fast fashion – Final thoughts


We don’t doubt Princess Polly’s intentions. But good intentions don’t change business models.
When a brand profits from overproduction, it isn’t sustainable.
When a brand profits from convincing shoppers to buy more, faster — then slaps on a sustainability badge — it’s not progress. It’s PR.

So, what happens when B Corp meets ultra-fast fashion?
Simple: it’s greenwashing in a purpose-washed package.
Worse yet, the very notion that ultra-fast fashion could be labelled ‘sustainable’ is absurd.

In short, this is greenwashing.

P.S. Tired of being misled?
Read This is Greenwashing — awareness is power.

📘Get your e-book here, from your favourite digital store:  https://books2read.com/u/bpgxOX

Spot the lies. Demand better.

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This is Greenwashing: Seeing clearly in a world of green fog

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A guide to protecting yourself from false sustainability claims: Spot the lies, demand better


In a world of green fog, we’re surrounded by claims like “eco-friendly,” “carbon neutral,” and “sustainable.”
Sound familiar?

These buzzwords are everywhere, but how many of them are actually true?

Have you ever felt uneasy after buying a product labelled sustainable or eco? You’re not alone.
If you’ve ever felt misled by so-called green marketing, so have we. 
After years of watching brands twist language to appear greener than they are, we decided to write something clear, honest, and useful.

Seeing clearly in a world of green fog: Book cover of This is Greenwashing by Rosita and Cristina Cigliola. The design features bold, minimalist typography with green, pink, and white tones on a black background, highlighting themes of sustainability and deception. 'This is' appears in green; the words 'green', 'eco-friendly', 'conscious', and 'sustainable' are in pink but crossed out; and 'greenwashing' is in green. The subtitle and authors’ names are in white, standing out against the dark base.
This is Greenwashing: our e-book is out now!

Why this book exists


This Is Greenwashing isn’t a textbook.
It’s a guide born from frustration — and from a deep desire to empower.

“The most environmentally sustainable product is the one that never gets made.”

We’re Rosita and Cristina Cigliola, sisters with nearly 30 years in the fashion industry. We’ve seen greenwashing up close — how it misleads consumers and delays real change.

In recent years, especially after the pandemic, we’ve watched companies slap vague eco-labels on products while businesses carried on as usual. Greenwashing keeps consumers confused, compliant, and complicit in a broken system.

This e-book reveals the tactics behind the buzzwords. It helps you recognise what’s real and what’s not. You’ll learn how to decode vague claims, ask the right questions, and stop being manipulated by marketing.
Because when regulation fails, awareness becomes our strongest line of defence.

The bottom line: In a world of green fog, awareness is power


We wrote This Is Greenwashing to:

✔ Expose the tricks brands use to manipulate you
✔ Decode the jargon so you can spot lies at a glance
✔ Give you practical tools to make informed choices—no PhD required

In a world of green fog, knowledge is crucial. Awareness is power.
The more you know, the harder it is for companies to fool you.
And right now—with regulators stepping back and failing to protect us—we need that power more than ever.

📘 Get your e-book here — at your favourite digital store:  https://books2read.com/u/bpgxOX

📣 And if it helps, please leave a review — it truly means a lot.

“This is greenwashing’s greatest crime: distracting us with false solutions as the planet burns.”

Spot the lies. Demand better.

P.S. Share this with someone who’s ever asked: “But is this actually sustainable?”  🌍

🇮🇹 Versione italiana in arrivo — stay tuned!

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One piece, one story: The Clay Dye Shirt by GoodNeighbors Shirts

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Hand-dyed in Japan’s earth – Slow, genderless, & alive with imperfection


The Clay Dye Shirt isn’t just clothing—it’s a slow manifesto. Light as rice paper. Grounded like river clay. Woven from 100% cotton and treated by hand with iron-rich clay from Fujioka’s mineral earth, it carries the weight of tradition and the lightness of modern ease. Each piece bears the marks of its making: uneven, alive, like parchment left in the sun.
For those who dress in stories, not seasons—whose wardrobe is a curated archive of tactile memory.

It’s born from Fujioka’s mineral-rich Kanto Loam—a clay 1,200 years in the making. Dyed using ancestral methods—no chemicals, just earth and water that return to the soil. This shirt carries the weight of generations; wear it as a quiet revolt against the disposable.

A young man wearing the clay dye beige shirt by GoodNeighbors Shirt. Its earthy, hand-dyed texture visible—paired with tailored black trousers and a slim belt. Round John Lennon-style sunglasses add a retro touch as he leans against a weathered white and blue wooden window, natural light highlighting the shirt’s organic wrinkles and subtle mud-dyed variations.

The alchemy of mud: Warm, mottled, alive


True craftsmanship is never rushed. This shirt falls like a well-worn page: relaxed through the shoulders, flared like a painter’s smock—textured as wind over loam, fading with grace.

  • The clay-white hue: Not plain, but layered. Like sun-bleached pottery or the inside of an apricot pit.
  • The trapeze silhouette: Effortless volume, no stiffness. A shape that swings from studio floors to twilight terraces.
  • The Takase shell buttons: Repurposed from food waste, each one a tiny manifesto against excess.
  • The hand-dyed variations: No two alike. Mottled gradients of iron-rich clay, as if stained by monsoon rains.
  • The pocketable back band: Snap it on for structure. Remove it for airy drift. A shirt that adapts like daylight.

The Clay Dye Shirt: Wear it like a well-travelled sketchbook


For the soul who presses wild chamomile between receipts, who finds beauty in the warp of sun-warped wood.

  • For the flea market dawn: Paired with drawstring linen pants, a woven hat, the back band tucked away like a secret.
  • For the kiln-room hours: Smeared with clay fingerprints, sleeves pushed up, the back band a flash of persimmon against dust.
  • For the late train home: Loosely knotted over a swimsuit, salt-crusted and sun-drunk, the dye deepening like old parchment.

For the modern humans who curate, not consume—whose wardrobe is a library of dog-eared favourites, each piece a chapter in their story.

🌟 The Clay Dye Shirt
Limited edition. Like a diary page—meant to be lived in.

🖤 Reserve yours: DM @suite123 | WhatsApp | e.mail

Available by appointment for shopping in Milano or worldwide—from screen to doorstep. From our hands to your story.

P.S. Ask about the mud’s journey. (It ages like rain-soaked stone—softer, brighter, more itself with every wear.)

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One piece, one story: The Clay Dye Beige Pants by GoodNeighbors Shirts

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Reading Time: 3 minutes

Summer’s whisper: Earth-dyed, genderless ease—for the wanderer who finds beauty in sun-bleached stone and undone seams


The Clay Dye Beige Pants aren’t just fabric—they’re a canvas of slow living. Light as desert air, yet rooted like clay. They exist where simplicity meets soul—where every crease tells a story.  In a world of mass-produced fashion, their hand-dyed, mineral-rich hue feels like a page from a Wabi-Sabi manifesto—imperfect, organic, quietly profound. For those who collect moments, not trends—whose closet is a capsule of intentional pieces, each infused with memory.

A woman wearing the Clay Dye beige pants and matching shirt with rolled sleeves, unbuttoned over a gray tank top. She pairs the outfit with black leather loafers and square black sunglasses. Behind her, three small paintings hang at head height, with potted plants and flowers on a beige floor against a white wall.

The artistry of dye: Warm, uneven, alive


True ease is never accidental. These pants drape like well-loved parchment: relaxed through the thigh, tapered just so—textured as wind over dunes, fading with time.

• The clay-beige hue: Not flat, but layered. Like sand at dusk, or the inside of an old book’s spine.
• The wide-leg cut: Effortless movement, no bulk. A silhouette that swings from cobblestone streets to shoreline rocks.
• The elastic waist: Unfussy comfort. Like the drawstring of a painter’s smock, made for days that unravel slowly.
• The hand-dyed variations: Each pair unique. Faint tides of ochre and cream, as if touched by sun and soil.
• The cropped length: For bare ankles and saltwater cuffs. For summers spent chasing horizons.

A young man stands next to a white chair against a white wall with wooden floors. He wears beige clay-dyed pants and a short-sleeved matching shirt, round John Lennon-style sunglasses, brown leather shoes, and checkered socks.

The Clay Dye Beige Pants: Wear them like a well-travelled page


For the soul who underlines Rilke in park benches, a sprig of wild thyme pressed between the pages. For the quiet minimalist who finds infinity in grain and grain.

• For the coastal market: Paired with a ribbed tank, a woven bag slung crossbody, peach juice on your wrist.
• For hours in the studio: Headphones on, smock smudged with paint, these pants. Soft as a pencil sketch in the margins of an idea notebook.
• For the twilight terrace: Layered over a swimsuit, sweater knotted at your collarbones, firefly light.

For the modern humans who curate, not consume—whose wardrobe is a library of dog-eared favourites, each piece a chapter in their story.

☀️ The Clay Dye Beige Pants
Limited Edition. Like a fading Polaroid—meant to be held close.

🖤 Reserve yours: DM @suite123 | WhatsApp | e.mail

Available by appointment for shopping in Milano or worldwide—from screen to doorstep. From our hands to your story.

P.S. Ask about the dye’s journey. (They age like seashells—softer, brighter, more themselves with time.)

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As Europe retreats, we push forward: Our e-book This is Greenwashing is out now

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Reading Time: 2 minutes

With the EU abandoning its key anti-greenwashing law, the need for awareness is urgent


Just as the EU quietly pulls the plug on the Green Claims Directive, we release This Is Greenwashing.
Coincidence? Perhaps.
But the timing reveals something deeper: a deliberate effort to keep consumers confused, misled, and compliant with business-as-usual.

What the directive was


The Green Claims Directive was designed to combat vague and misleading environmental claims. It aimed to bring transparency, honesty, and accountability to sustainability marketing across the EU. It would have required companies to back up claims like “eco-friendly” or “carbon neutral” with solid, verifiable evidence.
But the EU has withdrawn the proposal.

Italy, backed by other opposing Member States and mounting pressure from right-wing forces, blocked the directive. The final trilogue negotiations were cancelled. A step forward became a step back.
And so, without legal safeguards, we’re left with a regulatory vacuum—one that favours those who profit from ambiguity. Greenwashing wins a round.
But this is where we come in.

Book cover of This is Greenwashing by Rosita and Cristina Cigliola. The design features bold, minimalist typography with green, pink, and white tones on a black background, highlighting themes of sustainability and deception. 'This is' appears in green; the words 'green', 'eco-friendly', 'conscious', and 'sustainable' are in pink but crossed out; and 'greenwashing' is in green. The subtitle and authors’ names are in white, standing out against the dark base.

Why we wrote This Is Greenwashing


In a world flooded with eco-labels and sustainability buzzwords, it’s harder than ever to know what’s real.
In This Is Greenwashing, we—sisters Rosita and Cristina Cigliola, with nearly three decades of fashion industry experience—expose the tactics brands use to manipulate perception. We offer a clear, honest guide to understanding what greenwashing is, how it works, and how to see through it.

This isn’t an academic manual. It’s a practical tool to help you protect yourself from false claims and make truly informed choices. Because when regulation fails, awareness becomes our first line of defence.

📘 Our e-book is available now in digital stores.


If you’re tired of being misled by vague “eco-friendly” claims, This is Greenwashing is your guide to seeing clearly through the green fog.
Let’s not retreat.
Let’s read, question, and resist.

🌍 Get your copy here and leave a review:  https://books2read.com/u/bpgxOX

P.S.: 📖 Versione italiana presto disponibile.

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