Two Thirds Of Fabric Sustainability Claims By Fashion’s Biggest Brands Are Misleading, New Study Finds

by: Well Made Clothes Staff | 2 months ago | News

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A new report by the Changing Markets Foundation, called ‘Synthetics Anonymous’, has found 59% of the claims made by the world’s biggest fashion brands about the sustainability of the fabrics used in their products were misleading.

The brands assessed include Asos, Boohoo, Forever 21, George at Asda, Gucci, H&M, Louis Vuitton, Marks & Spencer (M&S), Uniqlo, Walmart, Zalando and Zara.

39% of all products assessed had sustainability claims, including ‘eco’, ‘low-impact’, or ‘sustainable’. The Changing Markets Foundation assessed whether these claims met the new guidelines to stamp out greenwashing introduced by the UK Competition and Market Authority (CMA), and found 59% did not.

While 59% is the collective percentage of claims considered misleading, some of the individual brands fared much worse.

The Changing Markets Foundation found that 96% of H&M’s claims did not meet the Competition and Market Authority’s guidelines, that its Conscious Collection contained more synthetic materials than its main collection, and that labels on some items failed to reveal the percentage of materials that were recycled.

When it comes to sustainability, specificity matters. For a label to meet Well Made Clothes sustainable value, for example, 80% of its products must be made from sustainable materials (specifically recycled cotton, organic cotton, hemp, recycled nylon, recycled polyester) or made using low-impact processed (specifically in closed loop-certified production processes, and with low-impact dyes).

Via: the Changing Markets Foundation,, and

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