Thank you Alessandra Gallo for this post. This is not only sad but also very true. In years of work in this field I have seen this happening countless times. 1. These new materials are often very unsustainable if only done small scale. They need to be able to reach their full potential to actually have a lower environmental impact. 2. #Brands use them to look good and at the same time kill a small startup with costs they have to face when starting small-scale production just to be dumped afterwards. 3. #Customers are fooled into the sustainability trap, such as capsule collections that don’t represent the majority of articles produced. I could go on and on with this topic as it is a problem I know all too well. But instead I just want to say: #please stop bullshitting and step up by supporting a true change rather than this greenwashing and killing startups!!! If you want to learn more about these topics: Sustainable Academy is a hot tip for all sustainability enthusiasts and the ones who want to become more involved in the world of sustainability. #sustainability as a vision AP PROJECTS
Sustainable fashion consultant - sustainable accellerator - sustainable fashion brand advisor - CEO and founder of Fashionable Green
🔸️Renewcell killed by greenwashing 🔸️ "We are grateful for our brand partners. But we do need to see more interest from more brands and to move from capsule collections to main lines. While we are proud of the collections and products that have launched, we would be even happier if fibers made with CIRCULOSE® were incorporated into core products.” https://lnkd.in/du3xBW8D Low impact textiles are used as maketing imput. Many brands use them to look sustainable. But there is no phase b after the tiny capsule. #greenwashing ‼️‼️ Could Green Claim Directive stop this kind of greenwashing in the future ? The actual legislation focuses on words that are used not on the actions. I know it is not simple, but we have to find better solutions.We can not let the market(ing) kills startup that bring innovative and less impactful solutions. We have to be angry not sad !!! What do you think about Renewcell bankruptcy ? #textileinnovation #recycling #sustainabledevelopment