Greenwashing - March Issue



Picture by Oleksandr Pidvalnyi



Issue 2
MARCH 2023



Honest Wednesdays,
let's understand what the hell is greenwashing.





The greenwashing concept has become a big debate in the fashion industry over the past few years. As fashion professionals, and environmental enthusiasts, we want to ensure our readers know the truth about the deceiving marketing tactics used to distract customers and divert from public opinion. We hope this issue inspires you to dig deeper into the brands you purchase from and create change within the industry!


Enjoy!



News from a GOOD source





How Fashion Can Combat Greenwashing
in 2023 - Fashionista


Activists have been irritated by brands lying about their water use, material consumption, and supply chain for some time now. It is almost as if their efforts to combat greenwashing have been washed away by the deceiving marketing method. Marketing has been recognized as one of the most powerful tools in the fashion industry as it has convinced consumers to purchase any and all types of products. However, even customers who thought they were purchasing sustainably from stores like Zara and H&M were misled by their “eco-designs”. Increasing customer awareness through campaigns and protests could be the answer to the ongoing issues, however, brands also need to make a change in how they run their systems. Perhaps they could collaborate with the bright minds leading the future of environmental efforts…


Photo by Callum Shawn on Unsplash

READ MORE

‘Greenwashing hydra’
New report warns of six types of greenwashing from corporates - edie


Planet Tracker has published a new report stating six types of greenwashing. The first is greencrowding or when hiding amongst other corporations can keep environmentally damaging habits hidden. There is also greenlighting which is similar to gaslighting. This occurs when companies shine a light on green credentials to distract from harmful activities. Next, we have greenshifting, also known as pointing the finger to blame someone in the company for their unpopular efforts. You are likely most familiar with greenlabeling which is when marketers create misleading campaigns to convince customers their product is “green”. The report also mentions the increase of greenrinsing which happens when companies change their sustainability goals way too frequently, typically before the last objective has been reached. And finally, there is greenhushing in which corporations under-report their sustainability performance to avoid ridicule. While all these phrases may seem similar, it is important to recognize the difference in each as many brands may be using one, or all, of these tactics to deceive customers alike.


Photo by Vlada Karpovich on Unsplash

READ MORE

Honest Fashion News





Videos for Inspiration







The Answer to Inconvenient Truths Isn't Convenient Fantasies- BoF Voices





Canadian entrepreneur and public speaker, Tariq Fancy, discusses traceability and the delayed reaction to greenwashing with a panel of fashion and environmental professionals. His solution: strict government regulation. Do you agree? Watch now to find out more!



Sustainable Jobs





Urban Outfitters


Sustainability Assistant London, UK




As Sustainability Assistant for Anthropologie and Urban Outfitters EU, you will be joining two developing brands who are committed to reducing their environmental impact. You will report into the Sustainability Coordinator and be part of a growing sustainability team.


ASOS


Ethical Trade Assistant
London, UK




Work with the Ethical Trade team to deliver our Fashion with Integrity strategy. Assist the Ethical Trade Partner in managing the ASOS Design Ethical Trade Programme, contributing to ethical audit management, data management, reporting and administration.


Alchemie


Materials & Purchasing Assistant- Cambridgeshire, UK




This is an exciting opportunity to be one of the core members of a small but fast growing team. You will use your exceptional creative and strategic skills to take the brand to the next level and be part of the leadership team shaping the organisational strategy and culture as we grow.


Patagonia


Environmental Impact Analytics Engineer- Ventura California




As the Environmental Impact Analytics Engineer, you will be responsible for building, maintaining, automating, and improving data systems and tools that track Patagonia’s progress towards its product specific environmental goals. This will include incorporating new and existing product and materials specific environmental impact data into automated analytics systems.



Textile Exchange


Organic Cotton Specialist - Remote




Technical expert supporting Textile Exchange Cotton Climate+ Strategy, supporting the Cotton Team members to move programs towards Climate+ outcomes and goals. Expert cross- functional advisor on cotton and agriculture systems.



Sustainability Courses





Events & Opportunities







MENSWEAR by Mr. LP





STORY.MFG



UK brand Story.mfg was born out of a desire for a more authentic, fulfilling and kind approach to fashion. They made it clear: they are trying very hard in order to be sustainable and this means using a high proportion of eco-friendly materials, handmade products and natural dying. Another pillar is the transparency of their working process. I love their soft artisanal touch in the details. It makes me dream of a future in a better and inclusive (but even less boring and mainstream) world.



NORLHA



Norlha is the Tibetan Plateau’s first yak khullu atelier. Is a luxury slow fashion brand that creates unique pieces from handwoven Yak wool and uses low-impact and non-toxic dyes. Everything is made by a former nomad or members of nomad family (all trained in vocational, management and textile skills) combining modern technology and the techniques of the local community. They believe in the exceptional qualities of a rare fibre, in the skill of their dedicated artisans, and in the creation of superior products that offer a warm protection from the elements.

In one word: ELEGANCE.



MUD JEANS



With their circular business model, MUD JEANS has acquired leadership and a certain reputation in the fashion field. Thanks to their leasing scheme you can have a pair of these just for €13,30/month or rather you can buy them and have this timeless piece in your wardrobe forever. Just remember to give them back if they are worn out! They are going to be shredded, mixed with virgin cotton, and eventually woven into new denim fabric ready to create a new pair of jeans.



Rifò



Rifò comes from the Tuscan dialect, and it means redone. In 2017 Niccolò (the founder) was in Vietnam and saw the problem of overproduction and overconsumption with his own eyes. He decided to come back to his hometown, Prato, and started a brand-new company relaunching a local tradition of artisans called “Cenciaioli” which was almost disappearing. Through their one-hundred-year-old method, they regenerate old clothes to produce new yarns (of cashmere and denim) that one day will become new clothes. In turn, these garments could be easily renovated even if they are part of the old “grandma” philosophy of keeping it as long as you can.



RIFÒ FOR HONEST WEDNESDAYS



We asked the founders of RIFÒ if they could share with us their thoughts on GREENWASHING and here is their answer.


1. Can you tell us what is greenwashing for you and what is the biggest greenwashing problem affecting fashion right now?

"Companies that do Greenwashing are the ones that try to confuse people about the concept of sustainability, creating disinformation."


2. How does a customer can recognize that your brand is absolutely not into greenwashing?

"We created a test to do that. You can read the blog post and find a test in the link below."


Check RIFÒ Greenwashing test



WOMENSWEAR by Natalie DiRoberto





Philippa 2 Green



Mashu was born out of a desire to create vegan accessories that were sustainable and fashionable. The brand’s choice to produce locally in Athens, Greece reduces its carbon footprint, builds a healthier economy, and supports the local workforce. Their handbags are crafted by expert artisans trained to produce artistic pieces from grape leather, cork, and deadstock satin. Mashu supports heritage craftsmanship without sacrificing the importance of sustainability.



Dedicated



DEDICATED was founded in 2006 with the goal of adding “flavor” to sustainable fashion. The brand worked diligently to suppress the stereotype that sustainable clothing couldn’t be sustainable. Now, they have collaborated with over a dozen international artists to make clothes from chemical-free certified cotton, TENCEL™ Lyocell, and 100% recycled polyester. DEDICATED is a brand built on transparency and honesty.



skfa



SKFA is focused on creating unique designs inspired by art and culture for women. Their timeless pieces are carefully constructed with recycled materials and repurposed garments. Each product can be traced through its manufacturing, production, and shipping journey before purchase. If you can’t decide what garment to purchase, try their rental program which allows you to access more clothing on a regular, yet sustainable, basis.



womsh



Womsh is known for its sustainable footwear designed, produced, and packaged in Italy. Womsh is an acronym for Word of Mouth Shoes as their goal is to spread awareness of environmental respect through their product. As a whole, the company is making a positive contribution to society as they continue to prove its honesty and transparency while creating a brighter vision for the future of fashion.



Our collaborators.



Natalie DiRoberto



Meet Natalie, she is in charge of the wonderful things you will see in our first online magazine. Shetakes care of content gathering and designing Honest Wednesdays issues.



Mr. L.P.



Meet our own Sustainable Menswear Sartorialist. We won’t be sharing his name yet. Let’s call him Mr. L.P for now. Stay tuned to check his selection of the most amazing sustainable brands for men.



The Right Place to Find Sustainable Fashion





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