It is getting more and more visible nowadays, luckily for all of us, we start to care more about sustainability. It is also visible in the actions of the producers who want to satisfy customers and put themselves in the best possible light by often using greenwashing – miscommunicating about the brand’s real efforts towards more sustainable operations. They want us the consumers to believe they really do something good for the environment or that their garments are better than they really are.
Of course, sustainability is about much more than just fashion, but considering how a huge impact fashion has in polluting our planet, the choice we make when dressing up each morning gets instantly much more significant. In many countries conscious consumerism is already really leading the way, here in Hungary, I think it is picking up as well. What is important in all that though, is whether we really pay attention to sustainability, or are satisfied with just nice green ‘sustainable’ or ‘conscious’ signs on the stuff we buy.
I believe we can be the customers who really educate themselves, check, ask questions and hold the brands responsible for their words. We choose whom to support with the power of our wallets and I do believe we can choose for a better future.