The Buzz Words of Sustainable Fashion

The Buzz Words of Sustainable Fashion

Let's chat about something that's been getting a lot of attention lately: sustainable fashion. It seems like everywhere we look, brands are using terms like 'eco-friendly' and 'sustainable' to describe their products. But what do these words really mean, and why are they everywhere?

According to the ACCC, many businesses are using vague terms like 'green', 'kind to the planet', and 'responsible' without providing enough information. This lack of transparency makes it hard for us to make informed decisions about what we buy.

Elizabeth Cline, in her article for Patagonia, sheds light on the darker side of the fashion industry. She talks about how brands use the idea of being sustainable as a selling point, without actually making much of a difference to the environment. It's a reminder that we need to be cautious and not just take things at face value.

Words like "eco-friendly" and "sustainable" have become so overused that some editors have decided to ban them. They've lost their meaning and have become empty marketing phrases.

But it's not all bad news. Governments around the world are starting to take action to hold brands accountable for their claims. In Norway, H&M faced criticism for not explaining how their Conscious collection is better for the environment. And in the US, the Federal Trade Commission is cracking down on misleading marketing practices.


We need more transparency in the fashion industry. Brands like Patagonia, Eileen Fisher, and Fjällräven are leading the way by being honest about where their clothes come from and how they're made. They're showing us that it's possible to create stylish clothing without harming the planet.

And let's not forget about the importance of slow fashion and supporting clothes made in Australia. By choosing quality over quantity and buying from local makers, we can reduce our impact on the environment and support our communities.

But here's the truth: no brand has completely figured out how to make clothes without any impact on the environment. That's why it's important for companies to be honest about the challenges they face and to keep working towards solutions.

So, the next time you're shopping for clothes, remember to look beyond the buzzwords. Ask questions, do your research, and support brands that are making a real effort to be sustainable.

Together, let's navigate the world of sustainable fashion with care and consideration for our planet.