A tale of two brands: greenwashing versus activism

Greenwashing and activism are two words that have become THE buzzwords of this fashion generation but what do they really mean? Two big announcements happened in the last few weeks in the fashion world. If you follow sustainable fashion news, you would have heard that Boohoo partnered with Kourtney Kardashian to embark on a performative "sustainability" journey while Patagonia decided to give all its current and future profits to climate justice initiatives and organisations. Two decisions that stand in stark opposition to each other. In this episode, I use the example of these two events to break down what greenwashing entails (Boohoo) and how real sustainability activism with the planet's interest at its core can shift the narrative and have an impact (Patagonia). Let's dive in! Check out these articles and sources:  https://www.bloomberg.com/opinion/articles/2022-09-15/patagonia-has-no-more-owners?leadSource=uverify%20wall https://www.theguardian.com/fashion/2022/sep/12/kourtney-kardashian-boohoo-fast-fashion-sustainable --- Send in a voice message: https://anchor.fm/styleandsustainthepodcast/message