One of the biggest systematic shifts in fashion is happening now - impacting how fashion is made, sold, and disposed of.
The European Union recently adopted a new law that bans greenwashing and generic environmental claims such as ‘biodegradable’, ‘eco-friendly’, ‘natural’, etc. unless the brand can provide verified proof of sustainable efforts.
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Essentially, this new law cracks down on sustainability ‘buzz’ words in product marketing. Public authorities must approve all sustainability labels moving forward to reduce confusion and public misinformation.
“This law will change the everyday lives of all Europeans! We will step away from throwaway culture, make marketing more transparent and fight premature obsolescence of goods. People will be able to choose products that are more durable, repairable and sustainable thanks to reliable labels and advertisements. Most importantly, companies can no longer trick people by saying that plastic bottles are good because the company planted trees somewhere – or say that something is sustainable without explaining how. This is a big win for all of us!”
Bilijana Borzon, EU Parliament Reporter
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Under the Extended Producer Responsibility (EPR) policy, brands and retailers operating in the EU will now be responsible for the full lifecycle and waste management of their clothes.
Source: European Parliament News
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