EU Commission: a plan against greenwashing

Can non-mandatory rules fight greenwashing?

On March 22nd, the EU Commission released a plan against greenwashing claims. But these new rules leave some leeway that will probably generate more confusion. 

Environmental claims aren’t reliable!

Over the last five years, we started digging deep into sustainable matters. And how tricky it is for people to understand which label is sustainable or not. That is because of greenwashing: the process of brands and companies deceiving consumers to believe they are green when they are not. Obviously, brands release fake green claims to sell more. Indeed, the sustainability business is flourishing! And perhaps, those who believe in fairy tales are happy with it!

The plan to fight greenwashing

These are the data:
53% of green claims are vague, misleading or unfounded information.
40% of claims have no supporting evidence.
1/2 Half of all green labels offer weak or non-existent verification.
There are 230 sustainability labels and 100 green energy labels in the EU, with vastly different levels of transparency.

Hence, the new criteria want to make green claims reliable across the EU, protecting consumers from greenwashing. Also, contribute to creating a circular economy based on reuse, repair, and recycling.

Expected impacts

“With certain consumers purchasing products that will be truly better for the environment, it is estimated that the impacts on the environment will be highly positive.”

Now the above statement may sound like greenwashing, too! In fact, the only “better for the environment” is a drastic reduction of new products and not more eco-products!

The controversial point

“However, it remains a decision of companies to include (or not) environmental claims in their voluntary commercial communications. This means that the companies can control their costs by determining the scope of the claim (if any) considering its expected return on investment. In short, the costs of substantiation are of a voluntary nature to companies as they are part of one’s marketing strategy and therefore credible estimations of the overall cost for the Union market are difficult.”

Therefore, rules aren’t mandatory for companies. Indeed, businesses have been given leeway on how to provide their evidence. Likewise, governments will be able to decline the guidelines when they transpose them into national legislation. 

In conclusion, without unified regulations, the EU plan to fight greenwashing won’t stop greenwashing!

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The White Shirt

Revisiting a timeless garment for a minimal lifestyle

Today we introduce a timeless garment: The White Shirt by Good Neighbors Shirts.

This Japanese shirt brand creates timeless pieces with an edgy touch. Its design code is innovative and conceived for a minimal lifestyle. Indeed, it provides stylish and comfortable details, but the image is quite understated. Also, born as a unisex brand, it talks to those who feel free to express their personality through style but do not care about gendered labels.

Discover The White Shirt

About the design
This shirt comes in two versions: a button-down or a mao collar. The silhouette is wide, with a comfortable fit. One front open pocket and one slip pocket on the right side for your cell phone or wallet. A contrasting rubber band along the back adds a point of graphic design. It is detachable, and you can wear it as a belt or as you like. Also, the hem design makes it look well untucked.
Takase shell button front closure. These shell buttons are the byproduct of the food manufacturing process, which would be otherwise wasted. Therefore they are considered sustainable.

The White Shirt
The White Shirt by Good Neighbors Shirts

About the material
100% cotton.

About the colour
The base is white with an orange or blue detachable rubber band.

Laundry
Wash by hand. Easy care product.

Styling tips
Shirts are seasonless. So, you can wear The White Shirt throughout the year by mixing it with seasonal pieces to make it suitable for a specific occasion. Also, the white colour is a true classic, easy to mix and match in limitless styling options. In springtime, try it underneath a cotton vest or a blazer. Unbuttoned and untucked above a tank top for your casual style. But don’t forget to take it with you to the beach!

International Shipping available!
We are based in Milano but ship our niche fashion selection #formodernhumans everywhere.

How to order:

Drop us an email or WhatsApp for any further information. Also, you can book your private shopping experience – physical or via video call. We’d love to help!

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The climate time bomb

Economic growth, decoupling & fashion industry

The latest IPCC report, AR6 – Sixth Assessment Report, is a survival guide for humanity to defuse the climate time bomb. Will it awake people’s conscience?

The report & the climate time bomb

“Scientists from the authoritative UN Intergovernmental Panel on Climate Change (IPCC), urged for immediate action that can be taken now, to reduce greenhouse gas emissions and adapt to human-caused climate change.”

The study – “Climate Change 2023: Synthesis Report” – calls for urgent climate action to secure a liveable future for all. 
Antonio Guterres declared that the climate-time bomb is ticking, but we have the knowledge and resources to tackle the climate crisis. Only drastic action can avert irrevocable damage to the world. If we act now, we can ensure a livable planet for the future. 

The solution proposed by the IPCC is “climate resilient development,” which involves integrating measures to adapt to climate change with actions to reduce or avoid greenhouse gas emissions in ways that provide wider benefits.

In supporting sustainable development, the discussion is about the decoupling of production and emissions. 

Decoupling – what happens in the fashion industry?

Recently Kering Group launched a climate change adaptation strategy that uses a science-based framework. So, the group set the goal to cut emissions across their supply chain by 40% by 2035. In other words, Kering will keep growing while cutting climate impact.

But here is the point! Can developed countries achieve economic growth decoupled from environmental pressures?

The economist Timothée Parrique replies to that question by debunking this theory.
We quote the closing lines (but we suggest you read the full article here).

So, “the jury has reached a verdict,” said UN Secretary-General António Guterres during the release of the report. For me, the AR6 is the last nail on the coffin of the green growth hypothesis, which I consider to be a broken promise, one of the “empty pledges that put us firmly on track towards an unliveable world,” as Guterres says. 
What if we could time travel to Galileo’s trial today? Which voice would we give credence to? I think the situation concerning decoupling is dramatically similar. Give a few years (hopefully less) for the smoke to disappear, and we’ll soon realise that, just like the Sun doesn’t revolve around the Earth, the continued pursuit of economic growth in rich nations is not compatible with a stable climate.”   

Timothée Parrique

The climate time bomb is ticking, but green growth is not the answer. Though a reduction of consumption may seem utopic, we are afraid it will be too late when we will realise that was our way out!

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Fashion waste recycling

An urgent issue every fashion designer must confront

March 18th was Global Recycling Day, highlighting the challenge of waste recycling, which is deeply connected to the fashion industry. As a matter of fact, recycling is crucial for a circular economy and circular fashion too.

These international days aim to raise awareness on important matters. Unfortunately, we celebrate something but tend to forget the issue the day after.

Fashion industry & waste

As widely highlighted in our previous posts, the fashion industry is part of the waste problem. According to Earth.org, of the 100 billion garments produced each year, 92 million tons end up in landfills. To give a prompt idea, this means that the equivalent of a rubbish truck full of clothes ends up in landfill sites every second.

Waste colonialism

Waste is a global issue. In fact, that is the byproduct of our economic system – capitalism. A structure based on overproduction and exploitation. However, the civilised global north found a way to get rid of it. Because we don’t want to see our garbage. Also, in front of problems, we prefer to close our eyes.
So, how does the global north get rid of waste? By dumping the problem in the global south! In case you missed the news, please, read what happens in the Atacama desert in Chile. Or in Ghana, Africa.
As we can see, Northern countries, the rich and civilised ones, are still perpetuating colonialism. Specifically, waste colonialism.

Recycling waste

“Global Recycling Foundation” promotes the idea of considering waste as an opportunity:

“Every year, the Earth yields billions of tons of natural resources and at some point, in the not too distant future, it will run out.
That’s why we must think again about what we throw away – seeing not waste, but opportunity.”

Waste recycling in fashion industry

First, in order to reduce waste, we need to consume less, much less! But also, we must find solutions for the tons of discarded clothing already shipped to Africa and Chile.

Most importantly, we expect every fashion designer and every company to do their bit and hold themselves accountable. Recycling and upcycling must become part of the plan for the fashion industry. Now!

There’s no time to waste!

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The Military Pants

Genderless fashion #formodernhumans

Among the new arrivals for the Spring-Summer 23, today we introduce The Military Pants by Meagratia.

These trousers are unisex and timeless. Also, the quality and seams are excellent. Although conceived for the Spring/Summer season, you will wear them for a large part of the year.

Meagratia is a cool Japanese brand whose designer, Takafumi Sekine, has a very personal vision of fashion design. Specifically, he reinterprets vintage garments creating a contemporary style for modern humans. His sense of elegance is subtle and never excessive. Indeed, his clothes are so rich in details but wearable.

Discover The Military Pants

About the design
The inspiration comes from the Italian army motorcycle vintage pants. These wide-leg trousers feature many details: a waist belt with a slanted front button fastening. Also, a drawstring waist with a satin cord allows you to adjust the fit to your size. Another beautiful design point is a button along the ankle. Indeed, by changing the position of it, you will be able to wear the trousers in two different ways, changing the silhouette completely.
Two side slip pockets and two buttoned back pockets.

The Military Pants
The Military Pants by Meagratia

About the material
100% cotton with an elegant image.

About the colour
Khaki: a timeless basic nuance you can easily match with many other colours.

Laundry
Wash by hand. Easy care product.

Styling tips
The Military Pants are a versatile and easy-to-match item. Indeed, they work from casual to more elegant outfits. You can pair them with a blazer for your workwear and office outfit. Also, with a beautiful top for an evening occasion. Or an untucked shirt for your weekend style.
In every situation, your style will be unique!

International Shipping available!

We are based in Milano but ship our niche fashion selection #formodernhumans everywhere.

How to order:

Drop us an email or WhatsApp for any further information. Also, you can book your private shopping experience – physical or via video call. We’d love to help!

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