Sustainable fashion is a hot topic at the moment. Since our inception in 2009, we've seen the industry evolve significantly. As a brand committed to genuine sustainability, we've always prioritized transparency in our practices. In today's age of greenwashing, where many brands exploit sustainability as a mere marketing tactic, true transparency is more critical than ever. This blog dives into why transparency is fundamental to sustainable fashion and how it combats the pervasive issue of greenwashing. The Illusion of Sustainable Fashion It's not rare to see brands claiming to be sustainable while doing the bare minimum. They push out trendy clothes weekly, boasting about their sustainable practices without much proof. Real sustainability is slow and thoughtful, not driven by overconsumption. Greenwashing Greenwashing is basically when brands market themselves as sustainable without implementing genuine sustainable practices. According to Harvard Business Review, many companies are unaware of their supply chain details, despite claiming sustainable operations. This lack of transparency makes it challenging to gauge the fashion industry's actual carbon impact, estimated to be between 4% and 10% of global carbon emissions . Why Transparency Matters Transparency in fashion means openly sharing information about every aspect of the production process—from the sourcing of raw materials to the final product. It involves disclosing details about labor practices, environmental impact, and sourcing ethics. This openness is crucial for consumers who want to make informed, ethical choices. The tragic collapse of Rana Plaza (a sweatshop in Bangladesh) in 2013 that resulted in the deaths of thousands of workers, was a key moment that highlighted the dire need for transparency in fashion. It exposed the dangerous working conditions and the opaque supply chains many fashion brands relied on. Since then, there has been a growing demand for brands to do better for the planet, people, and animals. Moving Beyond Transparency While transparency is essential, it is only the first step towards true sustainability. Brands must use transparency as a foundation to implement and improve sustainable practices continuously. This involves not just sharing information but actively working to reduce environmental impact, ensure fair labor practices, and promote animal welfare. Transparency helps consumers make better choices and holds brands accountable. As we work towards a sustainable future, it is up to you to seek out brands that are transparent about their sustainability in order to ensure that you are not falling victim to the greenwashing epidemic. Do your research, and if a brand is showing lack of evidence in their sustainable practices, this is likely a red flag. Our commitment to transparency shows our dedication to genuine sustainability. You are safe shopping with T&B.
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