End of fashion’s eco marketing speak is finally here
29-1-2024
END OF FASHION’S ECO MARKETING SPEAK IS FINALLY HERE
The EU's new durability and anti-greenwashing law
means the fashion industry can no longer hide behind sweeping statements of
“environmentally friendly”, “natural”, “biodegradable” or “climate neutral”
without solid proof, so what's next?
The European Union (EU) has officially adopted a law that will see a ban on greenwashing and other environmental claims or so-called ‘eco marketing’ being plastered across fashion items with a clear shift towards information on how long an item should actually last.
The European Parliament explained this new
directive is meant to work together with the green claims directive which is currently being
discussed at committee stage in Parliament.
However, multinational accountancy firm KPMG
argues this is a positive step but sustainability must go beyond the focus
on climate and the role businesses can play in protecting the environment.
It must also support broader issues such as
human rights and social responsibility.
Thankfully, progress is being made on that
front too. Last week over 30 fashion brands and retailers pledged a yearly
contribution of 0.019% of their respective ready-made garment export volume
from Bangladesh to support an Employment
Injury Scheme (EIS Pilot) which aims to give workers financial protection
against workplace injuries and fatalities.
It feels like a broken record by this point
as everyone knows the fashion industry must become more transparent in all of
its practices from the origins of the fibre that is used to the conditions of
the worker that is making the garment. But it does provide an opportunity for
brands and retailers to build trust with customers and empower them to make
choices aligned with their values.
The EU’s latest law’s focus on longevity,
recyclability, and reduced waste will hopefully mean we’ll see all of the talk
of a circular economy become a guiding principle for the future of fashion.
Speciality chemicals firm Archroma recently announced a new
solution that aims to offer end-product durability while claiming to meet
sustainability targets with cleaner chemistries compliant with current and
anticipated industry regulations, which could potentially help those wishing to
abide by the new durability law.
This stance could help with making green
fashion a necessity rather than an option and steer the industry towards a more
sustainable and ethical tomorrow.
However, it should be noted there is still a stark disconnect between fashion suppliers and vendors when it
comes to sustainability commitments, with at least 50% of brands and retailers
reported to not be engaging with suppliers in their green objectives, according
to the UN Fashion Industry Charter for Climate Action.
There is still a lot of work to do
internally but at least EU legislation is continuing to move the global fashion
sector in the right direction.
By Just Style
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