Sustainable fashion's broken promises: From Everlane to Allbirds, the eco-friendly facade crumbles
By
Guardian staff reporter
Summary
A critical examination of the sustainable fashion movement, arguing that major brands have used sustainability as a marketing tool rather than a genuine commitment. The article highlights recent contradictions: Stella McCartney collaborating with H&M, Lululemon being investigated for PFAS, and the reported acquisition of Everlane (a pioneer in "ethical" fashion) by fast-fashion giant Shein. It also notes Allbirds pivoting from eco-friendly sneakers to AI, suggesting the industry's sustainability promises were largely performative.
Source
bskySustainable fashion's broken promises: From Everlane to Allbirds, the eco-friendly facade crumblestheguardian.comKey quotes
· 4 pulledIt was always about the money, wasn't it?
When yet another global brand drops its net zero goals or stops talking about DEI, you do wonder.
The letdowns keep coming.
Sustainability promised to change the industry. With Shein reportedly acquiring Everlane, and Allbirds pivoting from eco sneakers to AI, it seems that promise was mostly marketing.
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