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Outdoor Work: a Designer’s Checklist for Every UX Project.
In her new article, journalist Lizzie Rivera looks into the issue of greenwashing in organic and synthetic textiles. With input from Christopher Stopes (Global Organic Textile Standard, GOTS), Lucy Todd (My Little Green Wardrobe) and William Lana (Greenfibres), Lizzie explores the ways consumers can navigate through potentially misleading claims from brands.
I’m going to write this article in reverse, starting with the conclusion, because I want to make my position very clear from the outset:
Greenwashing in textiles is rife. And organic textiles aren’t immune from this.
And so, I start this article with its conclusion and now, I’ll go back to the beginning to explain how I reached it.
Spoiler alert: I’ll also backtrack a little, because I believe the (genuine) organic movement is part of the solution. I wouldn’t be writing this if I didn’t.
The problem with greenwashing
The definition of greenwashing, according to the Cambridge English Dictionary, is: “Behaviour or activities that make people believe that a company is doing more to protect the environment than it really is.”
“The worst thing for me about greenwashing is the lie. The lie, and the way it treats people, is the worst of humanity,” says William Lana, co-founder of GOTS-certified organic textile company, Greenfibres.
Founder of online store selling sustainable children’s clothing brands, My Little Green Wardrobe Lucy Todd agrees:
“Misleading claims can lead shoppers to unwittingly act in an unsustainable way. They stop that person from making that decision to buy from a better brand, which might actually have a positive impact socially, environmentally and economically.”
Greenwashing in textiles: a problem with synthetics
A major elephant in the room is the sheer amount we consume.
These issues are often omitted from brand sustainability communications, which is a form of greenwashing, now in breach of CMA guidelines.
The huge issue of microfibres is also largely ignored. A recent study discovered that 73% of microfibre pollution in formerly pristine Arctic waters is from synthetic fibres that could be coming from textiles [9] – and yet synthetics, and especially recycled synthetics, perform highly in some sustainability standards.
In her new article, journalist Lizzie Rivera looks into the issue of greenwashing in organic and synthetic textiles. With input …
In her new article, journalist Lizzie Rivera looks into the issue of greenwashing in organic and synthetic textiles. With input …