greenwashing

Where Are We Heading

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Reading Time: 3 minutes

Climate change: are we doing enough?


A true paradise: where are we heading – is the video released by Kevin Anderson, a climate scientist. And you cannot miss it!

“We are 32 years from the first major scientific report on climate change… What have we done since then?” “All we are doing so far is giving rhetoric and optimism and greenwash.”
“There is plenty of talk but no action.” – Anderson says.

When we hear people talking about sustainability, it seems like they limit the debate to specific fields without considering the fact that sustainability encompasses our whole lifestyle and all of us. However, with the bad habit of passing the buck and, most of all, thanks to a lot of greenwashing, we aren’t making any progress. Indeed, the climate disaster is happening faster than many thought. And it’s frustrating because greenwashing makes it impossible to have honest conversations. In fact, the more governments, companies, and brands fake, the more they get attention. And people trust them. But we would love to ask all these green companies: if they are really doing so good, why are emissions going up?

In the end, some people see the urgency, but most do not move a finger to change their habits. They are not interested in climate change, or change isn’t convenient for them. So they greenwash.

A true paradise by Kevin Anderson


Kevin Anderson released the video here below: Where are we heading. It’s a warning which invites us to open our eyes and stop believing political rhetoric and greenwashing. And also calls on us to push for bold policy changes.


Every word is precious, but we highlight some passages:

“Pseudo technologies are a facade to avoid asking the difficult political and equity based questions. ‘Net Zero’ is a real dangerous turn in my view, and really means NOT zero. I always say ‘net zero’ is latin for ‘kick the can down the road.”

“I have to be honest and say as someone who has worked on climate change for years, my best guess is that we are going to fail. But it is a choice to fail. Political leaders, academia and journalism, have repeatedly chosen to fail on climate for 30 years.”

His powerful words call for radical change. Furthermore, he makes it clear, politicians or corporations won’t drive the change. The hope comes from the common people, civil society, who can ask for more.

So, where are we heading? With his final words, Kevin Anderson opens to hope:

“It does come down to all of us to play our role as best that we can. It is a choice to fail and it is a choice to succeed.”

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Sustainable Fashion Brands

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What you need to know


Let’s face it: 90% of sustainable fashion brands would be truly sustainable if they stopped doing their collections altogether. Do you care about the planet? If you do, it must be clear that trillions of self-appointed “sustainable brands” that have oversaturated the market aren’t sustainable. Indeed, we came to this conclusion after years of visiting fashion exhibitions and showrooms, checking out lookbooks, and corporate and online communication.

Clearly, sustainable practices must be embedded in the designing process and production chains. Most importantly, fashion degrowth must be planned to reduce the massive impact of the industry on the environment. But the point is that attention has shifted from clothing to too many words and much storytelling. And everything is about that: words and empty slogans. Why? Because these designers have nothing to say with thei work. Their design means nothing. Therefore, marketing gives these “sustainable brands” a reason to exist and an opportunity to do business.

Top brands vs sustainable brands


In the fashion universe, megabrands’ communication is all about sustainability. Though we avoid listing all top brands’ sustainable activities we read daily because it gets embarrassing, if not unnerving. In fact, we find designers and many new brands, who make a lot of noise talking about sustainable fashion, but in practice, they lose sight of their job. And what is their job? Making clothes, meaningful garments, and pieces worth buying in case people need something new.

Niche fashion #formodernhumans


But, in our fashion research, a tiny niche focused on its job has emerged. Here we can find those brands that offer intrinsic value in their design, beautiful pieces presented in a contemporary key. Also featuring refined details, quality fabrics and impeccable tailoring. Brands with a unique sense of style, a timeless aesthetic, edgy and always fashion forward, but absolutely far from mass production. Indeed, they let their design speak.
And so, without too many words, but through the value of their work, they show us sustainability almost achieved in practice.

In conclusion, designers part of the blah-blah-blah sustainable fashion brands bubble would better serve their cause and do a favour to the planet if they didn’t do their collections.

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Sustainability Is Ridiculous

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Why playing this shell game should be banned


Sustainability is ridiculous. Not because the concept per se is foolish or does not make sense. But because it is too broad, too vague, and, therefore, deceptive. 

Sustainable fashion? This is greenwashing


Sometimes for ignorance or superficiality, yet in most cases, intentionally, as those who play the sustainable game are perfectly aware of what they do. But, in the end, sustainability is just a new way to make money by showing a green facade. The industry, that goes from consultancy to fashion brand retail to NGOs, is flourishing. As a matter of fact, industry players spend time on “eco – green – conscious” labels, but it seems they are playing a shell game. The purpose is to hide and manipulate truths. 

In most cases, the effort is all about running after the latest eco-friendly label. But is it enough to achieve sustainability? It is the case of Chloé, for instance. Richemont hired Gabriela Hearst for her eco credentials, and now, three years later, the designer is exiting the company. Though they say revenue increased by 60%, their design is far away from the beauty of the past. 

Why sustainability is ridiculous


Ultimately, we have some doubts about the strategy Chloé has promoted so far. How can a luxury brand based on seasonal trends manage its business without damaging the planet? We wonder how fashion brands that shift to a purpose-driven business can be credible if they still run their activity on an overproduction pattern. Also, they attain the status of B-Corp. Most importantly, we wonder how B-Corp certification can combine with overproduction. That seems contradictory. In fact, in this context, sustainability is ridiculous.

Specifically, we wonder if a drastic reduction of supply by offering only beautiful design garments made with “sustainable materials” and respecting the production chain would be an effective strategy.

But, of course, we understand that manipulating reality with the effect of fueling overconsumption is the most effective way to make money. So keep up promoting a green world!

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Cultural Change

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Between utopia and feasibility


Are we ready for cultural change? The real one, we mean. When it comes to sustainability, do we believe in all the marketing bullshit that flooded communication lately? Or are we open to change for real? Ready to pick this opportunity up and make something better beyond the facades? 

People are bombarded with deceiving information: 
“We are sustainable because we recycle garments!”
“We use milk, coconut or whatever fibres.” 
“Hey, we have a conscious section in our store!”
“There’s a sustainable selection on our e-shop.”
“And we are the ones who do it best because we plant trees!”

Forget all that. Even the ‘plant a tree’ claim is proven misleading. Indeed, all these messages have the sole purpose of making people overconsume. As a matter of fact, not a single company has changed their overproduction pattern.

On the one hand, this is marketing, what brands need to say in order to show a clean face. But, on the other, we can find alternative reports and explorations that dig the truth out. Are we open to reading those reports? Understand how things really are? And, therefore, start questioning? 

Of course, sustainability is a path to pursue with conviction and self-commitment, despite all the difficulties, misleading messages, and smoke and mirrors. 

But is the effort worth it? Or, as many people with whom we exchange thoughts tell us, sustainability is just one of those beautiful utopias. To sell,one must focus only on increasing sales. That is what companies have to do. And people, for their part, have to buy whatever product. 

So, in the context of trade, specifically in the fashion field, is sustainability a utopia or is it feasible? What’s your viewpoint on this?

Are you open to cultural change? We would love to hear your thoughts. 
Drop us an email, WhatsApp, or comment here below!

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Carbon Neutral: Plant A Tree?

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Offsetting carbon emissions: why it is misleading


The carbon neutral definition may lead people to believe that a brand claiming this practice is sustainable. But, planting trees isn’t enough to solve the climate change issue.

Indeed, it’s always interesting to read how the fashion industry is involved in sustainable practices. Which, now, we can place under the umbrella of corporate change. We get itchy just thinking about it! There is no company that doesn’t talk about its eco-friendly policies. The bigger they are, the more they blurt out promises they cannot keep.

Sustainable brands


According to the Circular Fashion Index 2023, Gucci is the most sustainable among luxury brands. Kearny, a strategic consultancy company that analyses the impact of the circularity of brands, operates this ranking. They rank fast fashion brands, too! So, fast fashion has sustainable practices –really?

We feel a little disappointed when agencies release these rankings because of the misleading impact. In fact, we think industries use the word sustainable too much. After checking out those rankings, our question is: how can brands structured on an overproduction model be sustainable?

Carbon neutral or greenwashing?


But, while some magazines posted the list of the most sustainable brands or sustainable mega entities, The Guardian released an article that dampens enthusiasm. 

“Adverts that claim products are carbon neutral using offsets are to be banned by the UK’s advertising watchdog unless companies can prove they really work, the Guardian can reveal, as Gucci becomes the latest company to struggle with a high-profile environmental commitment based on offsetting.
Amid growing concern that firms are misleading consumers about the environmental impact of their products, the Advertising Standards Authority’s (ASA) is to begin stricter enforcement around the use of terms such as “carbon neutral”, “net zero” and “nature positive” as part of a greenwashing crackdown later this year after a six-month review.”

The Guardian

Offset CO2 emissions: what does it mean? 


Offsetting CO2 emissions means balancing the amount of CO generated by any activity through reforestation, parks and natural reserves protection. These projects generate carbon credits.

“In January, a joint Guardian investigation found that many rainforest offsets certified by Verra, which operates the world’s leading carbon standard, had little impact despite being widely used by major companies for environmental claims, also finding evidence of forced evictions at a flagship project in Peru used by Disney and Apple.”

The Guardian


Specifically, The Guardian revealed that more than 90% of rainforest carbon offsets by the biggest certifier are worthless! Therefore, planting trees isn’t helping with climate change.

When big brands, corporations and millionaires talk about sustainability and carbon emissions, always be careful. They are the problem. And if they want to be part of the solution, they must change their overproduction model and lifestyle first. 

Changing marketing isn’t enough. Carbon-neutral and sustainable claims are just smoke and mirrors.

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