Fashion is one of the most competitive market sectors, so it's no surprise that fashion brands are clambering to make more sustainable products, but are their products as green as they say they are?
Boohoo And Asos have recently made the headlines in for misleading consumers over their green credentials of some of their products. The Competition and Markets Authority said vague slogans for their clothing ranges could give the impression the clothes are "more environmentally sustainable than they actually are."
The investigation is still ongoing.
"Should we find these companies are using misleading eco claims, we won't hesitate to take enforcement action – through the courts if necessary," said Interim Chief Executive Officer Sarah Cardell.
Additionally, Chelsea Commodore, who is an expert in sustainability marketing, filed a complaint in New York, accusing H&M of greenwashing with "'misleading' environmental scorecards" associated with clothing in the brand's Conscious Collection.
Commodore says that the bulk of H&M products that are marketed as being sustainable is "no more sustainable than items in their main collections, which are also not sustainable."