Not just a buzzword, sustainability is a firm necessity to safeguard the future of fashion. As fashion companies, manufacturers, organisations, and consumers alike learn more about the environmental, social, and economic impact the industry has on the planet, the need to make clear and concise sustainability claims has only skyrocketed. But with brands ranging from fast-fashion kings to luxury players promoting ‘green’, ‘sustainable’ and ‘conscious’ collections each season, regulating these claims only becomes more urgent. With green washing more prominent than ever, how can companies and consumers avoid falling prey to the green washing trap? Here we speak to Caroline Ledl, Head of Product Management, Global Textile Business, at leading fiber manufacturer Lenzing to learn more about how consumers can identify the trap, as well as innovations that uphold high sustainability standards, and how to help eliminate green washing within the fashion and textile industry.
How would you define green washing in your own words?
To me, green washing is when an organisation or brand makes misleading or false statements about the sustainability of a product or a service. As it is incorrect information, it’s misleading to consumers and other companies and tells a false narrative.
