LONDON – The Changing Markets Foundation (CMF) has published a new report which it claims highlights the extent of greenwashing amongst fashion’s leading firms and their reliance on fossil fuel-derived fibres.
In particular, CMF has taken issue with the way in which companies brand recycled plastics made from bottles as ‘sustainable’ to support their agendas, while failing to invest in viable textile-to-textile recycling solutions that offer long-term benefits.
Urska Trunk, campaign manager at Changing Markets, said: “While brands are quick to capitalise on consumer concern by using sustainability as a marketing ploy, the vast majority of such claims are all style and no substance. While they greenwash their clothing collections, they are simultaneously dragging their feet on embracing truly circular solutions.”
