What's Happening?
The Good On You report has revealed discrepancies in how brands communicate their use of certified cotton versus their actual practices. While many brands claim to use sustainable cotton, the report found that their assortments often rely heavily on synthetic fabrics. The Cotton Rankings Report, compiled with Solidaridad, shows that only one-third of brands provide detailed information about their cotton certifications. Brands like Hugo Boss, HEMA, and IKEA claim to use 100% certified cotton but do not specify the certifications involved. The report emphasizes the importance of transparency in the fashion industry.
Why It's Important?
Transparency in the use of sustainable materials is crucial for consumer trust and the transition to a circular textile economy. The report highlights the need for brands to disclose their material volumes and certifications to avoid misleading consumers. As the fashion industry faces increasing scrutiny over its environmental impact, genuine transparency can differentiate brands and foster consumer loyalty. The findings suggest that many brands use vague terms like 'sustainable' without clarifying their meaning, which can undermine efforts to promote sustainability.
