Sustainability updates

The United Nations wants fashion marketers to do better

“Sustainable fashion” has become an umbrella term for brands aiming to protect both the environment and the workers producing garments. The term’s growing popularity may be a sign that the fashion industry, dominated by mass-produced styles that move quickly from the catwalk to store, is waking up to its role in overconsumption, waste and carbon emissions (which the UN estimates at 10 per cent of global carbon impacts). But some fashion brands are overstating the sustainability of their products, says Nikki Byrne, a director at Fashion Takes Action, an organization currently conducting a government-backed study on Canadian consumer’s attitudes and behaviors toward sustainable and circular fashion. “There’s constant misinformation and so much greenwashing,” says Byrne. “Even if they are well-meaning, the fashion marketers don’t often understand the science or why there are 50 or more certifications to verify sustainability, which can make it hard for consumers to understand what they’re buying. The more