Several long-tail sustainability issues resurfaced this year, and fashion brands got reprimanded for their missteps.
released in December. Brands were evaluated across transparency, wages and well-being, commercial practices, raw materials, environmental justice and climate change, governance, and diversity and inclusion.Of course, no year-end sustainability controversy list would be complete without talk of plastic.
Recycling went from an end-all solution that fast-talking innovators spoke of on Zoom webinars, to the subject of a major “myth” in Ellen MacArthur’sUbuntoo, an organization that helps companies execute upon their sustainability goals, took to myth-busting, too, in its “Plastic Promises” report published in December exposing the empty promises in recycling and plastic goals yet unmet.
“Ubuntoo has observed that the biggest controversy of 2021 is about ‘advanced recycling’ or ‘chemical recycling’ technologies,” said Venkatesh Kini, cofounder and chief operating officer of Ubuntoo to WWD. “Environmentalists and some activist investors have raised serious questions about the financial viability and technological claims of many high-profile recycling technologies. However, they continue to have the support of industry and are proceeding with their investments.
Kini pointed to how recycling is a greenwashed guise for good with serious flaws. A number of firms, among them Loop Industries and Purecycle Technologies , have come under investigation for false or misleading claims.“Advanced recycling technologies offer some promise, especially for polyester fabrics, so it is in the interest of the fashion industry for this technology to succeed,” Kini said.
The joint pressure from consumers, investors, activists and policymakers for solutions means fashion must advance on the side of progress — it’s just a matter of how fast.
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