Circular fashion brand hnst says big brands are polluting circular economy vocabulary
The circular economy has been praised for its ability to reduce the environmental impact of the fashion industry. However, hnst, a new Belgian fashion brand, observed that circularity was becoming the new frontier in the industry’s greenwashing efforts.
You can’t walk into a store these days without being bombarded with claims of sustainability and circularity. In every corner of your eye, you’ll see clothes made from recycled materials, labeled as recyclable or resource-efficient.
Unfortunately, a new report from Changing Markets has called 59% of European fashion giants’ sustainability claims unfounded or misleading.
Examples of brands misleading consumers include claims that synthetics are recyclable when such recycling technology does not exist, with products labeled as “sustainable” or “responsible” without supporting evidence. , or when brands are not specific about the amount of recycled content included in their products.
hnst believes that this type of communication pollutes the vocabulary of the circular economy. Due to this overuse and misuse, terms like recycled, recyclable or circular are slowly but surely losing their meaning.
Circular but make it holistic
It is important to add that hnst encourages brands to adopt the circular economy as an alternative means of producing and consuming. However, this needs to be seen as a new way of doing things rather than a quick fix or a marketing opportunity.
Most importantly, the duality between humans and the planet should not be overlooked. Today, you can find clothes in stores that are labeled as flyers. Too often, however, the people who made these pieces have not been fairly remunerated for their work. Is it really sustainable?
hnst is a circular fashion brand with a mission to dress the world in a more honest way.
Their creations take a timeless turn on today’s trends. All hnst clothing is produced according to the same circular philosophy: ensuring longevity, minimizing impact and facilitating efficient recycling when the time comes.
Let’s get to know each other, we have nothing to hide.
Read more about hnst on the brand page: fashionunited.com/compagnies/hnst