I bet some of you have been hearing the term “Greenwashing” quite often recently and you are wondering what is “Greenwashing” and what does it have to do with the way you shop?
To put it simply, “Greenwashing” is conveying false or misleading information on a brand’s efforts (no one is perfect, all we can do is try) to become more sustainable.
To further clarify this concept, we will use one of the most famous fast fashion brands as an example, you may have heard of or purchased from H&Ms new conscious collection.
Recently, I was contacted by a fashion influencer who considers herself a “sustainable fashion influencer” and she told me about all the work she has been doing in Egypt to raise awareness of sustainable fashion. I was intrigued so I checked her Instagram page and found an H&M promo code. When I asked her about that she responded that she only supports H&Ms conscious collection.
So, I realised that if someone, as invested as her in sustainable fashion, cannot tell the difference between sustainable brands and brands that are “Greenwashing” then we have a lot of educating to do.
To keep it short and sweet, H&M has produced a new material, that is extremely innovative and yes, it is less harmful to the environment, however they misdiagnosed the problem.
Textile waste has been drastically increasing recently, hence the focus should be on decreasing our consumption and production of textiles rather than creating new materials that still contribute to the ever-growing amounts of waste (Venetia La Manna).
Additionally, the enormous amounts of clothing that H&M produces, is causing so much harm to the environment, which effectively outweighs the relatively small effect of producing a new more sustainable material.
Also, what H&M is doing is stealing the spotlight away from brands who are actually reducing their carbon footprint and creating sustainable garments and trying to educate their consumers on the effects of fast fashion.
In short, if you are still not able to eliminate your purchases from fashion brands, simply try to reduce your purchases in general and try to look for genuinely sustainable alternatives.
Awaiting your feedback.