The European Union has officially adopted a law banning greenwashing and other environmental claims plastered across fashion items, so-called “ecomarketing,” and information about how long items should actually last. A clear transition can be seen.
The European Parliament explained that the new Directive is intended to align with the Green Claims Directive, which is currently being discussed at committee level in Parliament.
However, multinational accounting firm KPMG argues that while this is a positive step, sustainability must go beyond a focus on the role that businesses can play in climate and environmental protection.
It should also support broader issues such as human rights and social responsibility.
Thankfully, progress is being made on this front as well. Last week, more than 30 fashion brands and retailers announced that they would be buying off-the-shelf products from Bangladesh in support of the Employment Injury Scheme (EIS Pilot), which aims to give workers financial protection from workplace injuries and fatalities. The country has pledged to contribute 0.019% of its clothing exports annually.
We all know that the fashion industry needs to be more transparent in all its practices, from the origins of the fibers used to the conditions of the workers who make the clothes, so at this point a record has been broken. I feel like it was. But this presents an opportunity for brands and retailers to build trust with customers and help them make choices that align with their values.
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The EU's latest legislation's focus on longevity, recyclability and waste reduction is expected to mean that all talk of the circular economy will guide the future of fashion. Masu.
Specialty chemical company Archroma recently announced a new solution aimed at delivering end-product durability while meeting sustainability goals with cleaner chemicals that comply with current and anticipated industry regulations. did. This may help those wishing to comply with the new durability law.
Last month, the European Parliament reached a tentative agreement on the Ecodesign Regulation for Sustainable Products, which promises to redefine product standards and make sustainable products the EU's “new normal”.
This attitude could help make green fashion a necessity rather than a choice and lead the industry towards a more sustainable and ethical tomorrow.
However, it should be noted that there is still a wide gap between fashion suppliers and vendors when it comes to sustainability initiatives, with at least 50% of brands and retailers aligning their suppliers with green goals, according to the United Nations Fashion. Reportedly not involved. Industry Charter for Climate Action.
There is still a lot of work to do internally, but at least EU legislation continues to move the global fashion industry in the right direction.
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