greenwashing

Small Parts To Preserve the Environment

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Are fashion brands really doing enough?


According to some news, top luxury fashion brands and other popular ones do their small parts to preserve the environment. And, following their reasoning, these “small parts” are enough to make a big difference. But is it true?

Fashion industry & climate change


It is proven that human actions have caused climate change. Also, we know that fashion is a big polluting industry which discards tons of waste everywhere. So, we wonder, what are they trying to say with these pieces of news? How do these messages translate into facts? Are they really making a positive impact?

For instance, in the context of brands doing their small part for a lower-impact fashion industry, a newsletter said that Dior launched a pair of recyclable sneakers. So, they say, the brand is doing its part for climate change. But, for a juggernaut, is this single move enough to preserve our planet?

In today’s world, it’s a common concern whether the sustainability efforts made by corporations are genuine or just a form of greenwashing. Some argue that any small step taken towards sustainability can bring about a positive change. But that could probably work decades ago. At this moment, the situation has gotten so much worse that this news seems ridiculous.

In the face of a climate emergency, forget small steps–we need radical change!

Marketing: the realm of greenwashing


In fact, we agree with those who believe such efforts are simply a PR tactic without any significant systemic change. These news are part of fashion marketing plans, which should be labelled as greenwashing.

Corporations or brands of any size set up their marketing plans and release that kind of information, which has no basis. Magazines, fashion journalists or influencers get paid to share the great news. Hey, it’s business in the end! Who cares if it’s misleading?
The point is that most people take that kind of news for granted. So, whoever shares them is complicit in promoting greenwashing.

Now, please tell us, do you think brands make a big difference by doing their small parts to preserve the environment? Do you really believe it?

Comment here below or WhatsApp directly from here!

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Secondhand And Fashion Resale

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Circularity or marketing trick?


Driven by the popularity of secondhand, the fashion resale market is growing strongly, not only for luxury brands but mass-market brands, too.

“The explosion of cheap, mass-market brands over the last two decades has meant the secondhand market is now awash with polyester party dresses and synthetic sweaters.” via Business Of Fashion.

As a matter of fact, “I’m searching for a little something” – is still the NR 1 customers’ request. In other words, it means a low-priced, easy-to-purchase, easy-to-get-rid-of piece of clothing. Though we don’t sell that product, we often hear that request. That’s what people want! Sadly, the attractive price for clothes is now a burden we all pay. In fact, clothes end up in landfills, where trillions of “little things” are towering, polluting lands and seas. So, you may wonder, was it really so convenient?

Since our wardrobes are packed with clothing, reselling is a way to clean them out. Of course, donating, too, helps.

Secondhand and fashion resale: pros and cons


From the perspective of circularity, reselling represents a valuable opportunity. First, it prevents clothes from ending up in the garbage bin, giving them a longer life. Second, it makes luxury brands accessible.

But, in the case of fast fashion, there’s a big issue with reselling: mass-market brands use circularity to greenwash. Indeed, the fact that fast-fashion brands push people to resell their clothing is a marketing trick. They do it to sell more fast-fashion items. Reselling fast fashion to purchase more fast fashion is pure madness. Instead of limiting the problem, brands make it bigger by feeding the system.

Secondhand and fashion resale make sense for quality products, as clothing made to last deserves a second life, though brands should control production anyway. But it is dangerous with fast fashion. In fact, we’d better avoid producing new garbage at all, which would be the ultimate solution to fashion waste.

How do you make a positive impact? Don’t buy fast fashion. Buy less, far much less, buy better!

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Extreme Weather: The New Normal

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Why people don’t care about climate change


It seems extreme weather bothers people in proportion to the intensity of heat, cold, or devastation they suffered. Beyond the dramatic headlines, these events often spark conversations and complaints, but all too frequently, the discussion ends there.

But now that information is everywhere, accessible more then ever, why do people choose not educate themselves? Why is there indifference and inaction?

Extreme weather in Europe


A massive storm and hail have devastated Milano. Also, in the Mediterranean, flames are devouring everything. That happens in Sicily, Greece, Croatia, Turkey and Gran Canaria. From droughts to wildfires, these days, Europe is burning. The climate emergency is tangible. Also, we know what has caused climate change, which drives extreme weather, as scientists made it clear decades ago. They said we had to change the way humans impacted the planet. But we kept on abusing nature in the name of money.

Furthermore, instead of listening to those who tried to open our eyes, instead of changing our lifestyle to avoid extinction, we changed the marketing! So now, every product or service is green. Brilliant! But guess what? The world is in flames.

Misleading messages on climate change


Recently, the Italian Prime Minister spoke at the Vox rally in Valencia. She said we need to “stop ultra-ecological fanaticism.” Also: “ecological sustainability must go hand in hand with economic sustainability.”
In other words, according to the Italian government, we need to stop those who take a step to protect nature but do not say a word about oil companies.

These messages on how to handle climate change are disturbing. Besides, this viewpoint goes hand in hand with the fake slogans of green capitalism and sustainability, which are expressions of greenwashing.

Please, stop it all. Stop talking! No more words on sustainability because they are unnerving.
We are fed up with hearing governments and brands talking about growth. We cannot stand hearing about sustainable fashion, organic food, sustainable tourism or net zero! There is no such thing as sustainable growth.

Climate change worsens, but we keep doing what we have done so far. More flights, more cars, more travel, more consumption. Like someone driving a car about to hit a wall but does not care!

Now more than ever, information is available to everyone. In fact, there is enough information about climate change to educate ourselves and hold ourselves accountable. Yet most people prefer to credit those who deny it. Either there is a lack of understanding, or we are kidding ourselves.

But one thing is clear: extreme weather is the new normal. And we cannot afford this inconsiderate behaviour anymore.

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Net Zero Fashion

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Greenwashing from the top down: the illusion of sustainability


Net zero fashion is one of the latest buzzwords in sustainability. But can we trust those who promote their garments with this label?

We know that green eco-whatever labels have flooded the fashion industry, like any other activity related to selling products or services. The food industry was probably the first to launch organic products, which, by itself, means nothing. See the video here. Also, according to Fondazione Veronesi, the differences between organic and non-organic food are few and negligible. 

After the food industry, it was time for fashion, furniture and now, sustainable tourism, all of which sound like enormous bullshit.

Net zero fashion according to the UN


Take the UN playbook on “Sustainable Fashion Communication.” Though the basic principle, fighting overconsumption, is valuable, we didn’t like the fact they mention some fashion brands. It seems like they take for granted that these brands are doing great work in terms of sustainability while they are perfectly aware that there is zero control.

For instance, the UN playbook mentions Allbirds. 
“Footwear brand Allbirds developed a life cycle assessment (LCA) tool to estimate the cradle-to-grave carbon footprint of its products.”
“Allbirds then took it a step further in 2023 announcing what it refers to as the world’s first net zero carbon shoe.”
At some point, a line that says: “According to the company’s assessment, on average, a pair of Allbirds shoes has a footprint of 7.12 kg CO2e.”

That “according to the company” sounds really weird. Even more, coming from the UN! They better avoid mentioning any fashion brand…

Net zero fashion according to Business of Fashion


By the way, a few days later, a newsletter from the Business of Fashion got our attention. It was about Allbirds and the launch of their new sneakers. We quote B.O.F:

“By focusing on materials that draw down more carbon than they emit and lowering transport and manufacturing impact as much as possible, the brand says it has succeeded in designing ‘the world’s first net zero-carbon shoe.’ But the basis of such calculations for the industry is fraught. Fashion’s environmental impact data is notoriously poor and accepted standards for carbon accounting are still evolving, meaning net-zero product claims are testing new ground.“

Net zero according to science


So what? The UN released the playbook to help spread sustainable fashion communication, but they did not do a great job. It seems like they are greenwashing from the top down.

Since there is no control, it is not serious to mention fashion brands at all. Also, the UN says “lead with science” – on this point, we totally agree. So, here is what the climate scientist Kevin Anderson says about net zero:

“Net Zero is a real dangerous turn in my view, and if you hear the language of net zero, I’d be very cautious about the optimism of the person who’s saying it actually has. Unpick it, reveal what’s behind it, and you’ll realise what they mean, and what they mean is NOT zero emissions, not net zero, not zero emissions. 
I always say ‘net zero’ is Latin for ‘kick the can down the road.”

Kevin Anderson


Lead with science UN, and reveal what’s behind net zero fashion!

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UN Against Overconsumption

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Fashion marketers as the key to shape a new narrative


The UN states that fashion must to stop promoting overconsumption. Indeed, this aligns perfectly with our approach, since we focused more on this evolved path, about four years ago. However, curating a selection of timeless pieces to wear for a lifetime has always been central to our viewpoint.

Specifically, the UN Environment Programme and UN climate change have just released new recommendations for those who work in fashion marketing and communication.

“We are draining humanity’s lifeblood through vampiric overconsumption and unsustainable use, and evaporating it through global heating,” said U.N. Secretary-General Antonio Guterres. (source)

UN against overconsumption: a systemic issue


According to the UN, mass consumption is a systemic issue. So, they identify marketing as the key to fostering cultural change. That is how: leading consumers to change consumption rates, increasing consumer knowledge and shifting consumer behaviours. The idea is to tackle misinformation and greenwashing through science-based communication and transparency.

Although we agree with the idea of fighting overconsumption and overproduction, we are afraid that many of the words suggested in the playbook are buzzwords hiding greenwashing.
Marketing is an ensemble of activities finalised to sell products or services. So far, fashion marketing has contributed to creating confusion through deliberate operations. It isn’t likely that corporations are ready to leave behind their growth pattern. Ethics over money sounds weird from a capitalistic view.

Fashion industry: overproduction & overconsumption


Overproduction and overconsumption are two faces of the same coin, capitalism. In other words, a vicious and exploitative economic system which triggers toxic behaviours.

Overproduction leads to overconsumption: this point was clear to us. So, as a fashion retailer, about four years ago, we thought it made sense to reduce the quantity of clothing we ordered each season dramatically. That allowed us to avoid overstock and frequent markdowns while promoting a reduction of consumption based on fewer products but good quality. And so, a timeless selection of non-trend-based garments with great design value. Also, getting familiar with the concept of degrowth as an effective strategy to drive change, we trust our choice was valuable.

However, it’s not enough, and we need to do more. But it’s complicated to work since most fashion industry players still promote growth, perhaps hiding it behind traceability of QR Codes. Now they call it green growth. Which, as clearly explained in Kevin Anderson’s video, is meaningless. It leads nowhere.

Furthermore, it’s hard to find solutions when consumers shop from retailers who still work on an overproduction basis. How can these retailers stop promoting overconsumption with shops full to the brim of clothes?

Most importantly, does the UN leave the fight against overconsumption to the good heart of marketers? Of course, fashion marketing is part of the problem. And an ethical approach could work. But expecting redemption without regulations and strict controls in a rotten system seems a bit naive.

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