A Wren Says

I came across an article on Vogue Business discussing why they didn’t cover any Earth Month fashion initiatives. The short answer- no one is really doing enough work to warrant a post.

It got me thinking about how sustainability has moved from authentic concern for the earth to  is turning in to a buzz word. After all, if Shein, the great fast fashion empire increasingly making fashion so cheap it feels disposable, if they can allegedly go green, what are we really doing here?

We can add multiple examples that you might feel in your everyday life. The brands who tout their glass, no plastic containers but make it a form that your local recycling program won’t take. Or maybe the product really is made in a sustainable way, but it’s still wrapped tight in single use plastics for shipping. We could extend the list to more ways brands are greenwashing (and feel free to add your thoughts in the comments). But instead let’s jump to the conclusion.

As a consumer, be mindful of the claims the brands make as they try use your environmental consciousness to lure you in. If your big issue that shapes the brands you shop with is sustainability, do your research. Find out what you can about what’s the truth beneath the claims. Because at the end of the day, it’s all marketing.