When “eco fashion” means “con-oaf, he is”

It’s been a while now since I last posted a rant. You might be forgiven thinking that my more Meldrewesqe tendencies have been under control, my life has been utterly copacetic (such a great word, aren’t great words just the greatest?) and there was nothing around to make me shake my fist in annoyance. Yet, as I wander around, observing, taking notes, but not judging, you understand, it’s not cool to be all judgy. Or so my daughter has told me, and she is in tune with stuff like this.

I’m straying from the point though. Something did make me raise my hackles the other day. I’ve been banging on for a while about how we need to avoid fast fashion, find out who makes our clothes, support those that really make an effort to bring about change in how our clothes and made and even bring about a change in how we view the whole idea of buying and replacing clothes. And your typical fast fashion outlets have started making a few changes, though how seriously and honestly is a question we should ask. Especially when I came across this sign:

Apart from the appalling spelling error, this does sound like this brand are making real and good changes, right? Only, if you read it once more, slowly and with a critical eye, what are they actually saying?

“Today over 50% of our clothes come from more sustainable sources”. More sustainable? That is utterly meaningless, it could mean anything from 0.01% and upwards, so bandying about percentages is merely a smokescreen for a commitment that in reality is nothing. And things like this really get my goat. Could it be an honest mistake by the marketing department, not having a background in the world of science? Or is it a blatant attempt at manipulation?

And here I was doing so well! Time for a monster mug of tea and a nap.


  • Ash 28/06/2017 at 09:12

    Also what’s more sustainable mean ? Could mean they just give it to you in a paper bag , so it’s “more sustainable “

  • Darryl 29/06/2017 at 18:15

    Yes its completely meaningless; and saying ‘we’re commited to making 80% by 2020’ only multiplies the offence – nothing else! There is so much of this mumbo jumbo around today. It is certainly don’t think it’s a mistake, as in my experience organisations are very carefull about what they say because they don’t want to get caught out actually lying.

  • Nicolai Nielsen 08/09/2023 at 08:38

    Sustainable fashion, eco fashion etc. are buzzwords, fluffy and devoid of meaning. I am just chuckling that this politicising has made it into financials where companies now need to show how ESG (Environmental, social, and corporate governance) they are.


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