As the number of businesses manufacturing and selling more ‘sustainable’ products continues to rise, so too do cases of ‘greenwashing’, representing a moral conundrum for consumers and a threat to the legitimacy of the fashion and textile industries’ efforts of mitigating climate change.
Greenwashing – a term seldom used a decade ago – refers to company claims that mislead, exaggerate or deceive in the name of capitalising on the growing consumer interest in sustainable fashion.
And in a decade that will tip the scales on whether the business world meets the environmental ambitions of the Paris Climate Agreement, it’s never represented such a huge hurdle on what is already a complex road for the industry to navigate.
