is “duping” shoppers into believing they are making sustainable purchases by using “vague” language and exaggerating claims, industry experts have warned.
“Greenwashing is rife in the fashion industry, with brands exploiting our growing concern for the planet, and it can be really hard for the average shopper to spot the lies and exaggerations amid all the buzzwords and big claims,” she said. “Every piece in the collection is made from safe and recycled or renewable materials, can be used more, and is made to be made again,” according to the retailer.
The CMA will examine whether fashion businesses are setting tough enough criteria when labelling garments as sustainable, and whether items labelled as sustainable live up to that standard. It said customers will “be able to see the product’s material composition and how it meets our Ready for the Future credentials on our product web pages”.found examples of items – such as this purple denim shirt – that are listed as part of the range, where the product details offer no information on how they meet the collection’s criteria.
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