Greenwashing news and archive

No further action in Copenhagen Fashion Week greenwashing case

In February 2025, greenwashing specialist Tanja Gotthardsen and the Danish consumer organisation Tænk filed a complaint with the Danish Consumer Ombudsman against Copenhagen Fashion Week (CPHFW). and seven participating Danish fashion companies: Baum und Pferdgarten; Berner Kühl; Forza Collective; Herskind; OpéraSport; Stine Goya; and Won...

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Business|In-depth

Does sustainability actually sell? The complex reality behind consumer behavior

Sustainability remains a key component for many consumers when considering a new purchase - until it is time to make the sale, that is. The ongoing gap between what consumers say they want and what they actually want and do with it could be hindering the uptake of sustainable practices - but is it truly up to the consumers? Sustainability and...

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Business

Greenwashing: Shein responds to million euro fine in Italy

Following a one million euro fine from the Italian Competition Authority, the Asian fast-fashion e-tailer Shein has shown remorse. In response to an enquiry, Shein stated that it had "immediately taken all necessary measures to address the criticisms raised". The Italian authority accused Infinite Styles Services Co Ltd, responsible for Shein in...

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Fashion

Worse than greenwashing? Lack of or poorly communicated sustainability

At the recently concluded Milano Unica trade fair, 735 exhibitors showcased their new products for autumn/winter 2026/27. What about companies’ progress in terms of sustainability? “Yarn manufacturers have invested heavily in sustainability and made great progress,” Giusy Bettoni, founder and CEO of Class, told FashionUnited. Class, an acronym...

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Business

Green Claims Directive: European Commission clarifies withdrawal of proposed law

The Green Claims Directive, also known as the anti-greenwashing law, may not be withdrawn after all. A commission spokesperson clarified that the withdrawal will only happen if a specific recent amendment is maintained. Spokesperson Paula Pinho noted that the amendment in question would bring small and medium-sized enterprises (SMEs) under the...

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Business

EU Commission plans to withdraw greenwashing law

The EU Commission planned to halt a legislative proposal on minimum standards against misleading environmental advertising claims. A spokesperson for the authority in Brussels said the Commission intended to withdraw the proposal. The Commission later provided written reasons: "The current discussions surrounding the proposal run counter to the...

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Business|Background

Background: The Gore-Tex brand and the tricky business of PFAS functionality

The crackdown on PFAS in functional clothing has been widespread in recent years, particularly as their harm to both the environment and humans becomes more broadly researched. It has forced leaders in the outerwear and sportswear industry to rethink their approach to implementing practical features into their designs, and has seen many facing...

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Business

Green claims: 20 consumer watchdogs write open letter to fashion and textile sector

A total of 20 consumer watchdogs have signed off on a letter calling for the standardisation of requirements for green claims. The letter, which can be read on the website of the International Consumer Protection and Enforcement Network (ICPEN), includes signatories from the consumer watchdogs of the Netherlands, Sweden, Norway, Turkey, Spain,...

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Business

Communicating about ‘sustainable fashion’ is greenwashing, new chatbot Josie proposes alternative

Antwerp – Sustainability expert Jasmien Wynants and solicitor Judith Bussé have joined forces to combat greenwashing. They are doing so with ‘Josie’, a chatbot that extracts vague or misleading information from your Instagram posts. According to the European Commission, half of what companies write online about sustainability is incorrect. ‘...

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Business

Gore-Tex parent faces lawsuit over ‘greenwashing’ allegations

WL Gore & Associates, the parent firm of outerwear material brand Gore-Tex, is facing a class-action lawsuit that claims the company “knowingly concealed its ongoing use of environmentally harmful PFAS” for a number of its products. The lawsuit was filed in the US District Court for the Eastern District of Washington by law firm Hagens Berman...

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Business

17 Brands advised to review practices as CMA outlines compliance guidelines

17 well-known fashion brands have been advised by the Competition Markets Authority (CMA) to review business practices in regards to their green claims. The move has led the UK watchdog to issue a compliance guide based on its already existing Green Claims Code, with it hoping that these further tips can help in levelling the playing field and...

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Fashion |OPINION

Where is the system change in the fashion industry?

While reading the Dutch book ‘De mens is een plofkip’ ('Humans are battery chickens'), in which writer and journalist Teun van de Keuken takes a closer look at the food industry, I was repeatedly reminded of the fashion sector. Van de Keuken argues that it is almost impossible to escape the (ultra) processed food that is constantly being thrust...