In an era of globalization, the fashion industry has been dominated by profit-driven fast-fashion corporations. However, in this rapidly growing industry, the appearance of sustainable B-Corporations and the shift in consumer habits have introduced a deceptive culture of ‘greenwashing.’
​
H&M, Uniqlo, and Lululemon —These three companies that make the face of the fashion industry have all been criticized for trying to portray themselves as more environmentally-minded and consumer health-centric than they are by exaggerating claims, or simply making things up.
​
One of the most common greenwashing practices is plastering false or exaggerated eco-credentials such as "100% organic", "eco-friendly," and "cruelty-free." In reality, many of these 'green' claims are not supported by evidence or are already standard practices that are considered the bare minimum.
​
Business of Fashion has defined the Six Sins of Greenwashing (view image below)
​
Instead of investing time and money into promoting their fabricated 'green' image, these companies should focus on creating REAL and AUTHENTIC impact.
