Buzz words such as “eco-friendly”, “sustainability”, “fair trade” and “environmentally friendly” are thrown around more often than consumers would expect.
But do these words really mean something?
Taking a Closer Look
Often brands do not always mean what they say.
When analyzing their commitment to sustainability, it is important to tear down the fluff.
H&M makes for the perfect example!
While it has an entire sustainability section on its website, H&M does not live up to its claim. In truth, the section is made up of nothing but fancy words that don’t really mean anything!
It talks about a strategy that is “100% fair and equal” but fails to mention anything about how H&M does that.
Only 25% H&M facilities pay a living wage to its workers, while these facilities continue to use raw material that harms the environment.
At the same time, there is no tangible recycling program in place on the production line.
What Should You Look For?
H&M is just one brand among many that is guilty of misleading its customer base.
Therefore, unless an authentic third-party endorses the sustainability efforts of a brand, there is no reason that a sane consumer should trust the brand.
Fortunately, there are brands that are truly making a difference.
Brands such as Reformation are redefining sustainable fashion.
Not only do they make a genuine effort through their process flow, but also effectively communicate these efforts.
Using Your Own Guiding Compass
Sustainable fashion is not entirely the responsibility of a brand.
As a consumer, you can choose to shun the exploitive ideas of fast fashion.
Moreover, it is your responsibility to investigate brands that lay claim to sustainable fashion. When you do, you will find better brands and better fashion.
Play your part in the sustainable movement!