greenwashing

Who has a voice

One of the many problems with sustainable fashion is that those who have a voice in discussing the topic are exactly the same ones who created the toxic environment.

They set up a system based on massive overproduction to be disposed of through crazy budgets to retailers, outlets packed with discounted items, and a parallel market to reach those retailers who wanted to buy certain brands but officially could not. Therefore, all the Maisons increased the budget to retailers, knowing that they were then reselling through a parallel net, feeding that hideous system.
All the operators knew how it worked, but since they were making a lot of money, it was good. Like it was acceptable to do the worst things in the name of god-money, but now that the industry collapsed, they’ve started questioning it.

How many goods those enlightened CEOs and managers did believe people could buy?
Is the fact that they are not making money as they did enough to let us believe in their redemption?
We could invite Hannibal Lecter to the table but perhaps serving only vegetables will not be enough to change his tastes in food.

If we believe we can search for the value of sustainability among the same old faces, we are wrong.

Sustainability or greenwashing?

Sustainability as we know it today, is a bubble, an old-school marketing operation better defined by the name greenwashing.
The same marketers made us believe in the existence of 100% organic food products. The world is an open-air landfill, but we believe it is unspoiled. Or at least we can isolate lands, preventing any contamination. Trust in it!

It’s as though we suddenly all woke up in a sustainable world, with green labels flourishing everywhere. But some questions are jumping into our heads.
Is the use of a few eco-friendly materials enough to define a brand sustainable?
Can fast-fashion brands call themselves sustainable?
And all the luxury brands that continue to produce enormous quantities of products?
Can they be sustainable? Really?

Contradictions are strong.
We need a radical change, not fake messages.