{"id":5205,"date":"2022-04-05T08:07:37","date_gmt":"2022-04-05T08:07:37","guid":{"rendered":"https:\/\/demo.lion-themes.net\/rubix\/?p=5205"},"modified":"2022-04-05T08:07:39","modified_gmt":"2022-04-05T08:07:39","slug":"outdoor-work-a-designers-checklist-for-every-ux-project-2","status":"publish","type":"post","link":"https:\/\/demo.lion-themes.net\/rubix\/outdoor-work-a-designers-checklist-for-every-ux-project-2\/","title":{"rendered":"Outdoor Work: a Designer\u2019s Checklist for Every UX Project."},"content":{"rendered":"

In her new article, journalist Lizzie Rivera looks into the issue of greenwashing in organic and synthetic textiles. With input from Christopher Stopes (Global Organic Textile Standard, GOTS), Lucy Todd (My Little Green Wardrobe) and William Lana (Greenfibres), Lizzie explores the ways consumers can navigate through potentially misleading claims from brands.<\/p>

I\u2019m going to write this article in reverse, starting with the conclusion, because I want to make my position very clear from the outset:<\/p>

Greenwashing in textiles is rife. And organic textiles aren’t immune from this.<\/p>

It\u2019s intimidating to write that for a predominantly organic-supporting audience. But, what\u2019s scarier still, is not writing that truth; instead becoming part of \u2018Sustainability Inc\u2019<\/a> and part of the greenwashing problem \u2013 despite the best of intentions.<\/p>

And so, I start this article with its conclusion and now, I\u2019ll go back to the beginning to explain how I reached it.<\/p>

Spoiler alert: I\u2019ll also backtrack a little, because I believe the (genuine) organic movement is part of the solution. I wouldn\u2019t be writing this if I didn\u2019t.<\/p>

The problem with greenwashing<\/strong><\/h2>

The definition of greenwashing, according to the Cambridge English Dictionary, is: \u201cBehaviour or activities that make people believe that a company is doing more to protect the environment than it really is.\u201d<\/p>

This can be seen in the \u2018sustainable\u2019 items fashion brands promote, which account for an insignificant 0.5% of their overall production [1]<\/a>. It\u2019s literally emblazoned on t-shirts in the form of feminist slogans made by disempowered garment workers [2]<\/a>. And it\u2019s in the \u2018animal-friendly\u2019 claims of synthetic materials that are made in ways that are far from friendly to the natural world [3]<\/a>.<\/p>

\u201cThe worst thing for me about greenwashing is the lie. The lie, and the way it treats people, is the worst of humanity,\u201d says William Lana, co-founder of GOTS-certified organic textile company, Greenfibres<\/a>.<\/p>

Images below: Greenfibres store; Greenfibres co-founder William Lana talks to HRH The Prince of Whales.<\/em>\"\"\"\"<\/p>

Founder of online store selling sustainable children\u2019s clothing brands, My Little Green Wardrobe<\/a> Lucy Todd agrees:<\/p>

\u201cMisleading claims can lead shoppers to unwittingly act in an unsustainable way. They stop that person from making that decision to buy from a better brand, which might actually have a positive impact socially, environmentally and economically.\u201d<\/p>

Image below: My Little Green Wardrobe products; Founder of My Little Green Wardrobe, Lucy Todd with daughter Evelyn.<\/em>\"\"\"\"<\/p>

Greenwashing in textiles: a problem with synthetics<\/h2>

Due to the size of the clothing market \u2013 which is projected to grow in value from \u00a31.1tn in 2020 to \u00a31.65tn by 2025 [4]<\/a> \u2013 and the scale of consumer concerns, it\u2019s unsurprising the Competition Markets Authority is said to be prioritising the fashion industry with its new guidelines and investigations into environmental claims. [5]<\/a><\/p>

In fact, Changing Market\u2019s Synthetics Anonymous report, estimates that up 96% of sustainability claims from the worst-offending brands flout the CMA guidelines. [6]<\/a><\/p>

A major elephant in the room is the sheer amount we consume.<\/p>

Few average consumers are aware that this skyrocketing production and consumption of clothes is enabled by cheap synthetic fibres, mostly polyester, which is found in over half of all textiles produced. If the fashion industry continues with business as usual, by 2030 almost three-quarters of our textiles will be produced from fossil fuels [7]<\/a>.<\/p>

This is hardly in line with carbon targets. Beyond carbon emissions, this is also inextricably linked with other significant environmental harms including oil spills, methane emissions, water and air pollution, impacts on human health \u2013 particularly for communities near extraction sites \u2013 wildlife disruption and biodiversity loss [8]<\/a>.<\/p>

These issues are often omitted from brand sustainability communications, which is a form of greenwashing, now in breach of CMA guidelines.<\/p>

The huge issue of microfibres is also largely ignored. A recent study discovered that 73% of microfibre pollution in formerly pristine Arctic waters is from synthetic fibres that could be coming from textiles [9]<\/a> \u2013 and yet synthetics, and especially recycled synthetics, perform highly in some sustainability standards.<\/p>","protected":false},"excerpt":{"rendered":"

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