sustainability

Italy blocks EU’s Green Claims Directive, stalling anti-greenwashing regulation

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The demise of the directive and what it means for Europe’s fight against greenwashing


The regulatory landscape is growing increasingly opaque as European policymakers retreat from anti-greenwashing regulation. Most notably, they have blocked the proposed Green Claims Directive—a central piece of legislation aimed at tackling greenwashing.

The European Commission recently announced its intention to withdraw the proposal, citing opposition from several Member States and mounting pressure from right-wing groups in the European Parliament. Italy played a decisive role in this setback by pulling its support, effectively torpedoing the final trilogue negotiations—an essential step in EU lawmaking. The move has drawn criticism from environmental organisations and consumer advocacy groups alike.

Anti-greenwashing regulation: What the directive aimed to do


At its core, the Green Claims Directive aimed to curb misleading environmental claims made by companies. The goal was to bring greater honesty and clarity to sustainability communications and product labelling across the EU. Key measures included:

  • Transparency and verifiability: Authorities would require companies to provide concrete, verifiable evidence to back up environmental claims.
  • Ban on vague language: Terms such as “eco-friendly”, “sustainable”, or “carbon neutral” would no longer be permitted unless backed by robust data.
  • Clearer labelling: Environmental labels would need to be comprehensible, standardised, and meaningful to consumers.
  • Stronger consumer protection: The directive aimed to shield consumers from unfair and deceptive marketing practices related to sustainability.

Italy’s role and the reasons behind the withdrawal


The Italian government, under Giorgia Meloni, openly opposed the directive. The stated rationale was to reduce bureaucratic burdens and additional costs for businesses—especially small and medium-sized enterprises, which account for a significant share of the EU economy.
However, critics argue this reflects a broader political alignment with efforts to dilute environmental regulations. Some even suggest that Commission President Ursula von der Leyen coordinated the decision, raising further doubts about the EU’s commitment to its own Green Deal ambitions.

The fallout: Consequences and concerns


The withdrawal of the directive has far-reaching implications:

  • Cancellation of the trilogue: The final negotiation round between EU institutions was scrapped.
  • Public backlash: Environmental groups and consumer associations expressed deep disappointment, calling it a significant regression.
  • Regulatory vacuum: Without a clear legal framework, companies may continue to engage in greenwashing with minimal accountability.

Anti-greenwashing regulation – Final thoughts


In essence, rejecting the Green Claims Directive marks a troubling pause in Europe’s push for transparent and honest environmental communication. In fact, it casts doubt on the political will to challenge deceptive sustainability claims and to protect consumers from being misled.

For a continent that once positioned itself as a global leader in green policy, the retreat of anti-greenwashing regulation sends a worrying message.

What do you think? Is this a political misstep or a deeper shift away from sustainability commitments?
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One piece, one story: The Clay Dye Black Pants by GoodNeighbors Shirts

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Summer ease: Earth-dyed, genderless style—for the wanderer who finds poetry in texture and time


The Clay Dye Black Pants aren’t just clothes—they’re a tactile ode to slow craftsmanship. Light as a sun-warmed breeze, yet grounded like the earth they’re dyed in. They live in the tension between utility and artistry—where comfort meets intention. 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 boy stands on a wooden floor against a white wall, wearing Clay Dye Black pants with a short-sleeved black shirt, a black hat, and round John Lennon-style sunglasses. Outfit completed with checkered socks and sneakers.

The artistry of dye: Rustic, fluid, made to move


True ease isn’t careless—it’s considered. These pants drape like well-worn travel sketches: relaxed where they should flow, structured where they must hold—textured, earthy, undeniably alive.

  • The clay-black hue: Not a flat black, but a living shade—like charcoal rubbed with fingertips, or the shadow of a summer storm cloud.
  • The wide silhouette: Freedom without bulk—a cut that swings with your stride, whether you’re biking to a café or lounging on a veranda.
  • The elasticated waist: No stiff buttons, just soft give—like the waistband of well-loved pyjamas, but tailored for the world.
  • The hand-dyed finish: Each pair bears the marks of its making—subtle variations, like the grain of handmade paper. No two are alike.
  • The under-knee length: Cropped for bare ankles, barefoot moments, or rolled cuffs—summer’s unofficial uniform.

The Clay Dye Black Pants: Wear them like a second-skin


These pants are for the soul who reads The Sound of the Mountain in the countryside, a folded train schedule in their back pocket—for the minimalist who knows depth lies in simplicity.

  • For the seaside café: Paired with a slouchy tank and sandals, salt still clinging to your skin.
  • For the urban wander: Tucked into a crisp oversized shirt, sleeves rolled, keys jangling in the side pockets.
  • For the evening firepit: Layered under a chunky knit, toes in the grass, a clay mug in hand.

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 Black Pants
Limited Edition. Like a rare pressing of your favourite vinyl—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.

P.S. Ask us about the dyeing process. (Hint: They soften with every wash, like a favourite book’s spine.)

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Vintage fabrics: The future of fashion lies in the past

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Sustainable fashion starts here: Timeless style from a hidden archive


There’s something undeniably special about vintage fabrics—the way they drape, the weight of them in your hands, the subtle textures that whisper of another era. These fabrics were made to endure, crafted with care feels almost unreal in today’s fast fashion landscape.

Our love for them runs deep, and it all began with our mother. She wasn’t just a seamstress; she was an artist, stitching magic into every garment. The kind of woman who hand-finished buttonholes because anything less wouldn’t do. Growing up, our world was filled with treasures—jars of buttons, spools of thread, and stacks of fabric waiting for their second act. Even our school bags and pencil cases were reborn from deadstock denim, transformed by her hands into something both practical and extraordinary.

Vintage fabrics: A discovery that changed everything


Recently, while rummaging through an old closet, we stumbled upon a trove of forgotten beauty: vintage fabrics, carefully preserved over the years. Our mother, always a visionary, had tucked them away—some for their unmatched quality, others because they simply spoke to her. These weren’t just textiles; they were fragments of history, pieces of a time when craftsmanship wasn’t an afterthought.

And that’s when it hit us: the future of fashion isn’t about what’s next—it’s about what’s already been done. In a world obsessed with churning out disposable trends, these fabrics are a rebellion. They carry stories in their fibres, proof that clothing can—and should—last.

Weaving the past into the present


Now, we’re taking these forgotten gems and reimagining them with a modern eye in one-of-a-kind garments. Each stitch is a bridge between then and now, a way to honour the past while crafting something entirely new. This isn’t just upcycling—it’s an act of resistance, a quiet revolution. Because sustainable fashion doesn’t start with a label or a hashtag—it starts here, in the quiet magic of a hidden archive, in the belief that the most extraordinary styles are the ones that never go out of fashion.

So here’s to the fabrics that started it all, and to the hands that taught us their worth. The future of fashion isn’t in endless newness. It’s in the quiet art of making less from more, in stitching new stories into forgotten cloth.

Each piece is a one-of-a-kind story waiting to be worn.
🖤 Curious to wear yours? DM @suite123 | WhatsApp | e.mail

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Max Mara under fire: Female workers expose “unacceptable working conditions”

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Fashion industry, capitalism & women’s labour rights — inside the hidden cost of luxury


Max Mara workers went on strike on May 22 and 23: “They Call Us Too Fat.” 
At the heart of Italian luxury lies a troubling contradiction. While Max Mara is celebrated for its timeless elegance and impeccable coats, the workers behind the brand—mostly women—are speaking out against harsh realities: rigid rules, physical exhaustion, wage theft, and blocked promotions.

The latest protest comes from Max Mara’s San Maurizio factory in Reggio Emilia, where 220 workers (mostly women) went on strike, supported by the Filctem-CGIL union.

Their demands? An end to “unacceptable working conditions” that they say belong to the 1980s, not modern Italy.

Max Mara workers: “They called us fat. They monitored our bathroom breaks.”


Inside the factory, employees describe a dehumanizing environment:

  • Body-shaming: They called us cows to be milked. They told us we were too fat, even suggesting we do exercises to slim down.”
  • Exploitative pay: “We’re basically paid by the piece, like machines on an assembly line.”
  • Surveillance and humiliation: “They monitor our bathroom breaks—even though we’re women with menstrual cycles.”

Erica Morelli, head of Filctem-CGIL in Reggio Emilia, condemned the company’s inaction: “Max Mara has built a wall. This strike is our last resort to demand basic respect.”

Marco Grimaldi, deputy leader of AVS in the Chamber of Deputies, commented on the matter, having submitted a parliamentary question: “The Max Mara giant doesn’t even apply the national collective textile agreement (CCNL), nor does it provide any transparency regarding emissions or climate protection.”

Luxury labels, sweatshop realities


This isn’t an isolated incident. Max Mara joins a long list of fashion brands tainted by labour abuse. Investigations have uncovered subcontracted workshops—so-called “dormitory factories” near Milan and Bergamo—where Chinese workers sew designer bags for just €2/hour. These same bags retail for €1,800–3,000.

Let’s break down the math:

  • Production cost per bag: €40–90
  • Retail price: Up to 3,000% markup
  • Worker’s share: Less than 1% of the retail price

In short, luxury fashion giants do business at the expense of people and the planet. Fashion fuels 5% of Italy’s GDP — yet it runs on modern-day slavery. That’s unacceptable.

Final thoughts: Capitalism’s ugly truth


The fashion industry is a mirror of capitalism—glamorous on the surface, exploitative underneath. Behind the sheen of luxury lies a system built on squeezing labour to maximize profits. And yet, as union leaders argue, raising pay by just €1–5 per item could radically change workers’ lives.

The testimonies of female workers at Max Mara reveal how deeply rotten the economic system is. Can the fashion industry really sustain itself by degrading the very people who power it?

Ultimately, they can apply patches—solutions that seem to work—coordinated with unions, police, whoever. But unless we address the root cause (the economic system itself), nothing will truly change.

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French Senate passes law to curb ultra-fast fashion 

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Targeting exploitative practices—or protectionism against China?


On Tuesday, 10 June, the French Senate approved a law to regulate ultra-fast fashion, with provisions that could ban advertising by Chinese e-commerce giants like Shein and Temu. The move amplifies France’s push to rein in the textile industry’s environmental toll—but raises questions about whom the law truly serves.

Last year, France’s National Assembly (the lower house) passed a bill to mitigate the textile sector’s ecological damage. Now, the Senate has voted nearly unanimously for a modified version, drawing a sharp line between fast fashion and ultra-fast fashion. The latter—dominated by Shein’s 7,200 daily new designs and Temu’s $5 dresses—faces stricter rules, while European brands like Zara and Kiabi escape the heaviest burdens.

The environmental stakes are undeniable. Ultra-fast fashion’s rock-bottom prices come at a cost: 35 garments are discarded every second in France, and the average person buys 48 items a year, according to the state agency Ademe. The law imposes penalties of up to €10 per item (or 50% of the pre-tax price) by 2030 for non-compliance with sustainability criteria.

But the political subtext is harder to ignore. French retailers like Jennyfer (liquidated in April) and NafNaf (in receivership since May) have long blamed Chinese competitors for their decline. By tailoring restrictions to platforms like Shein, the Senate risks framing this as a trade war—not a principled stand against exploitation.

Before implementation, the law must clear procedural hurdles: EU notification and reconciliation between parliamentary versions. Yet its asymmetry is already glaring. The bill attacks the symptom (ultra-fast fashion’s waste) while sidestepping the disease (an industry-wide race to the bottom on labour and ecology).

Final thoughts


The fast and ultra-fast fashion market is undeniably expanding—but so too are its consequences. These aren’t just environmental disasters; they’re social ones, built on exploited labour and disposable consumption. If the solution exempts European players clinging to the same model, is this really about ethics—or just economic self-interest?

The unanimous French Senate vote may suggest consensus, but it doesn’t resolve the contradiction. A truly ethical stance would challenge the exploitative model itself—whether the label reads “Made in China” or “Made in Europe.”

So, let’s return to the central question: Is this law a stand against fast fashion’s abuses—or merely a stand against China? The answer, much like the industry it targets, may not be as sustainable as it seems.

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