A customer reading a product description can’t touch the fabric or try on the fit. Every question they’d normally answer by picking up a garment in a store has to be answered in a few short paragraphs instead, which is…
A beautifully designed product page with weak copy still loses the sale. Online, customers cannot feel the fabric, try on the fit or see the stitching up close. Your words have to do that job instead. Next to design and…
An investigation into rainforest carbon credits certified by Verra, the market’s largest certifier, found that the vast majority didn’t represent genuine, verifiable emissions reductions. A separate meta-analysis covering close to a billion tonnes of issued credits found that fewer than…
Knowing what not to say is only half the work. Once you’ve avoided the vague, unverifiable language covered in our guide to avoiding greenwashing, you still need to actually communicate your genuine sustainability work in a way that lands with…
Open a fabric supplier’s spec sheet and you might see four or five certification logos stacked next to each other, each one covering a different part of the supply chain. GOTS, GRS, WRAP, OEKO-TEX, bluesign: none of them mean the…
A 2020 European Commission study examined environmental claims across products and services in the EU and found that 53.3 percent were vague or misleading, and 40 percent were simply unsubstantiated altogether (KPMG). That’s not a fringe problem. It’s the majority…
Sourcing better materials is one job. Getting customers to believe you is another. Sustainability marketing has collected enough vague promises over the years that shoppers now read every green claim with suspicion, and honest brands pay for that suspicion just…
Secondhand clothing used to be something that happened entirely outside a brand’s control, sold quietly through thrift shops or resale apps with no connection back to the original company. An official resale program changes that, giving a brand a direct…
A loose thread, a broken zipper, a small tear near a seam: these are the reasons most garments actually get thrown away, and nearly all of them are fixable. A repair service gives customers a reason to mend instead of…
The EU alone generated almost seven million tonnes of textile waste in a single recent year, and less than half of used clothing collected across the region gets reused or recycled at all (IFAT). A take-back program gives customers a…