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Irony of the day is that rather than truly going green, certain brands are taking the green-washing route instead & get into unethical practices to be successful in a hurry. As sustainability becomes more & more important to consumers, brands must invest in authentic, genuine supply chain alignment and branch reform, to manage expectations & her perception. As getting into the required processes & practices such as Certifications can be quite expensive to get, so smaller brands are not always able to get into all that and prefer to bypass all this and indulge in malpractices.
The term ‘green-washing’ was coined by environmentalist Jay Westervelt in 1986
Green-washing in fashion space is on the rise and is quite rampant. Sustainable, eco-friendly, natural and green are commonly abused terms
Advisory: Need to question, How genuine are the product claims!
Watch: https://www.youtube.com/watch?v=5ZORa2Lfxck
On the back of the facts it is not inappropriate to tag,"The fast fashion industry has been a major culprit of this malpractice"
