Source: Sara Kiley Watson, POPSCI, 10/23/21


These days, you might notice more brands than ever flouting “sustainable,” “organic,” or “natural” fabrics in their product line-up—but clothing can be easily greenwashed. One recent study by Changing Markets Foundation, a circular economy campaigning firm, found that more than half of the environmental claims made by fashion giants like Zara, H&M, and Uniqlo were “unsubstantiated.” Even brands who tout their sustainability, like Reformation and Levi’s, fell into the “could do better” category when it came to the use of fossil-fuel-based textiles like polyester. 

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