![]() Founded in 1975, Zara famously touted its ability to turn a garment from the design stage to being sold in stores in only 15 days. Zara might well be the world’s first ever fast fashion retailer. Many also criticise its sustainability claims to be vague and greenwashing, highlighting the lack of transparency in regards to reducing its environmental impact and carbon emissions throughout the supply chain. Moreover, promoting recycling and encouraging consumers to do the same cannot make up for the 3 billion garments the company produces on a yearly basis. According to its 2021 Sustainability Report, the brand has tripled the share of recycled materials used in their garments as well as reduced its plastic packaging by nearly 28%.ĭespite these promising results, it is in the nature of fast fashion – and thus also of the Swedish company – to trick consumers into buying more clothes than they truly need. These initiatives enable the company to set up a ‘greener’ fashion image. H&M also publicly set the goal of using only recycled and sustainably-sourced materials by 2030. The fast fashion company has since made attempts to adopt more sustainable practices, from implementing a clothing collection and recycling programme within its stores, to the launch of its “Conscious” collection in 2011 where items are made with at least “50% sustainable materials”. With more than 5,000 stores worldwide, H&M is one of the many fast fashion companies known for copying high-end fashion, rapid clothing turnover, unsustainable practices including the use of harmful chemicals in its products, as well as inhumane working conditions. The second-largest fashion retailer in the world, H&M, contributes to monumental amounts of textile waste and churns out millions of clothing items and designs every year. 5 Fast-Fashion Brands Called Out for Greenwashing 1. ![]() Here are the 5 top fast-fashion brands called our for greenwashing. Using false pretences to sell something is morally wrong and companies that do so should be held accountable. Greenwashing in marketing refers to companies presenting product or service information in a way that makes consumers believe it is environmentally friendly. Earth.Org is powered by over 150 contributing writers
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