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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.

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