Fast Fashion Attempts To Go Green

Over recent years fast fashion brands have appeared to make a change towards a more sustainable process.

On most websites you will find a sustainability page listing their efforts and future plans, but what are these brands really doing to help?

Sustainable fashion involves the materials of our clothes and how they are made. But there's also a human aspect which involves the industry’s impact on the people who make the clothes and how this affects the planet.

Mainstream realisation of fast fashion’s effects has helped to spread the word.

It’s now ‘cool’ to care, and fast fashion brands have to react

ASOS

Ahead of the game, ASOS launched ASOS Marketplace in 2010 as an online platform for independent sellers, vintage, and second-hand clothing.

Brands like Asos have power over the way consumers shop so promoting a more sustainable way to buy and sell clothes was way ahead of its time! Their website quotes “We know we’re not perfect, but we’re serious about doing this right – from our products and packaging to how we work with partners, people, and the planet. We’re on a journey to becoming a more sustainable brand.”

ASOS have a 2030 strategy with two pillars- Planet and People. They aim to transform into a Net Zero emissions business with a more circular system to manage waste and resources wisely.

You can read about their strategy here: ASOS Announces Ambitious New 2030 ESG Goals | ASOS plc

H&M

H&M’s sustainability page also discusses 2030 plans. This involves working towards transparency, sustainable materials, fair wages and ‘cleaning up.’

Dive more into their plans here: https://www2.hm.com/en_gb/sustainability-at-hm.html

However, is this an act for change or all just an act?

In July a lawsuit was filed against H&M accusing it of greenwashing.

Greenwashing

“Greenwashing”: unsubstantiated claim to deceive consumers into believing that a company's products are environmentally friendly or have a greater positive environmental impact than what is true.

H&M has since made commitments to the Netherlands Authority for Consumers and Markets to remove sustainability-related labels from their products and website and to improve the use of sustainability claims in the future.

But H&M aren’t alone in this. Boohoo, ASOS and George-Asda are all currently being investigated by the UK Competition and Markets Authority for eco-friendly and sustainability claims made about their fashion products

Over the past few years, the awareness of sustainability has had a huge impact on the industry. Getting brands talking about it is a step in the right direction. But some real change NEEDS to happen.

Consumers have a lot of power!

Don't underestimate the power of speaking up, challenging big brands, and holding them accountable, we can make a change!

Thank you for reading

<3

Connie Cooper