greenwashing

The truth about sustainability

No rules but much fluff!

Labelling products as sustainable is mainly a marketing trick, so let’s uncover the truth about sustainability. Although people believe that products marketed as sustainable are effectively so, the reality is much different. And when renowned experts in the field point it out clearly, we really appreciate it.

The Portas Pov is one of our favourite newsletters. The last one released was about sustainability and how tricky the topic is.
We quote it:

“But the reality is that, right here and now, there are no rules: no governance defining all those fluffy green terms. No legislation keeping businesses in check. So, all these words and phrases that the fashion world is co-opting with such success – sustainable, natural, “made from ocean plastics” – are, in large part, meaningless.”

The truth: sustainability or greenwashing?

So is it sustainability or greenwashing? A transparent message or a trick to sell more?

Indeed, there is no interruption with our previous post about a very timely and provocative show: “The end of the world.”

In fact, the story continues right on the same line where two main factors strive: first, the lack of responsibility. Whatever we do, we do not hold ourselves accountable. Like we could go on wasting, polluting, discarding, and then maybe move to another planet. Or, we just do not care about leaving an open-air landfill to our children. Enjoy life and leave them the troubles!
Second, is our industrial society or an economic system known as capitalism. This, in other words, means constant growth based on unstoppable productions and rabid consuming habits.

One factor is ingrained into the other: an eternal lack of responsibility coexists with a capitalistic society. And one supports the other.

Whatever the political side, governments will hardly have the capability to do something because those who move the pawns are the ones who own the money. They stay behind but will never change because they have no interest in doing it.

How to change

Labelling products as sustainable will not change things. Indeed, these are just meaningless claims. If we want to be 100% sustainable, the truth is we should not produce a single new thing! Which is impossible.

Therefore, the best possibility is to change ourselves, our behaviour, our perspectives, and our lifestyle. Sticking to our values and our accountability is where our power resides.

Don’t buy everything!

The truth about sustainability Read More »

Who has a voice

Who has a voice in the fashion industry? And who do you think has a say on sustainable matters in fashion?
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. Same faces, same brands, and same interests. That is the trick, unfortunately.

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 understood they could increase the budget to retailers, knowing that retailers, in turn, 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. No complain! Like it was acceptable to do the worst things in the name of god-money. Now that the industry collapsed, they’ve started questioning it.

Mono brand retail, department stores, parallel market, off-price stores. 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.

Who has a voice and influence on the sustainability discussion are exactly those who created the problem.
If we believe we can search for the value of sustainability among the same old faces, listening to their voice, we are wrong.

Who has a voice Read More »

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?

And so, sustainability or greenwashing? Contradictions are strong.
We need a radical change, not fake messages.

Sustainability or greenwashing? Read More »