- Boohoo is one of several fast fashion brands under investigation for sustainability practices.
- Critics claim recent efforts, like debuting more environmentally friendly collections, are acts of greenwashing.
- ‘The most sustainable thing they can do is just cease operations altogether,’ one critic said.
Fast-fashion brands are attempting to appeal to an increasingly eco-friendly audience, but critics aren’t so sure their methods have the purest intentions.
UK-based fashion brand Pretty Little Thing and its parent company Boohoo are among the latest retailers facing scrutiny on claims they are misleading consumers that they are environmentally friendly, despite their reputations and investigations that say otherwise.
Boohoo was the latest to draw ire, after the fast-fashion giant announced a “sustainability and style” collaboration with Kourtney Kardashian Barker earlier this month. The 46-piece collection of garments is made from “recycled fibers,” according to a release from Boohoo.
The partnership was met with heavy criticism on social media, Insider’s Maria Noyen reported, as users slammed both Kardashian Barker and Boohoo for greenwashing — or “the act or practice of making (something) appear to be more environmentally friendly or less environmentally damaging than it really is,” as defined by Merriam-Webster.
Several users pointed out