- Boohoo is just one of many fast fashion brands that are being investigated for their sustainability practices.
- Critics say recent attempts to make eco-friendly collections are greenwashing.
- One critic stated that ‘The best thing they can do is to stop operations altogether.’
Although fast-fashion brands may be trying to appeal more to eco-friendly customers, critics don’t think their methods are as pure as they claim.
UK-based fashion brand Pretty Little Thing is under scrutiny for misleading consumers that it is environmentally friendly.
Boohoo was the latest victim of the furore after the fast fashion giant announced a “sustainability, style” collaboration with Kourtney Kim Kardashian Barker earlier in the month. According to the company, the 46-piece collection of garments are made from “recycled fabrics.” Boohoo releases your details.
Social media was full of harsh criticisms about the partnership. Maria Noyen of Insider reported this report. as users slammed both Kardashian Barker and Boohoo for greenwashing — or “the act or practice of making (something) appear to be more environmentally friendly or less environmentally damaging than it really is,” as DefinedMerriam Webster.
Many users pointed out that the company was previously the subject of an investigation. The Sunday Times 2019 Investigation, which found Boohoo’s UK factory workers were paid only £3.50, or $4.37, an hour.
—Zita (@zitacollier_) September 14, 2022
This controversy follows a separate investigation by the UK’s Competition and Markets Authority in July into possible greenwashing at Boohoo and other fast-fashion retailers. The Guardian reported.
The Guardian’s interim CMA chief executive Sarah Cardell stated that people who wish to “buy green” should be able do so with confidence that they’re not being misled. While eco-friendly and sustainable products are possible to play a part in combating climate change, they must be genuine.
After launching its “Pretty Little Thing Marketplace”, Pretty Little Thing was also accused of greenwashing. This new app lets you buy and sell used garments from PLT as well other fashion brands. According to the official website.
Similar to how PLT’s parent company reacted to the Kardashian Barker line. Social media users and critics were also unhappyHuffPost reported that the brand is trying to be more sustainable.
HuffPost’s Sustainable Fashion Editor Brett Staniland stated that their products are ultra-trend-led and fast. Therefore, resale of those items is not possible.
He said, “The best thing they can do for their future is to stop operating.”
Boohoo & PLT are not the only fast fashion companies being called out for their efforts to go green. Swedish brand H&M Student in New York is being suedShe claimed she paid too much for clothing from the brand’s conscious collection, claiming that the clothes were more eco-friendly than the actual products.
