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Around 60% of clothing brands’ claims are attributed to greenwashing, making consumers believe they are more environmentally friendly and thus enticing them to buy their goods. However, the situation is slowly changing with new sustainability regulations imposed on fashion businesses both in Europe and the US.    The new French decree regarding consumer information on environmental qualities and characteristics of waste-generating products, which determines the obligation to inform consumers on the pollution of the product, microplastics, the percentage of recycled materials used, etc., will be enforced in France from January 1st, 2023. Moreover, the new EU Strategy for sustainable and...

One European produces over 15 kg of textile waste, and just 1% of it is recycled and made into new clothes. The EU Strategy for Sustainable and Circular Textiles is already taking measures to reduce the amount of textiles thrown into landfills by proposing the requirement to include more recycled textiles in clothing designs, controlling greenwashing, and enforcing clothing producer responsibility toward consumers.  Ethical businesses are also tackling the clothing recycling issue by returning their collections to the manufacturing chain and educating their consumers about eco-friendly fashion practices.  A sustainable sleepwear luxury brand GRETES, which uses Naia™ cellulosic fiber made...

Sustainably-sourced and vegan fabrics are making their way into the summertime fashion world. Recycled linen, cotton, and viscose are among the top recommended materials for conscious users who go for comfort, breathable clothing, and environmentally-friendly practices. With the warm season in full gear in many of the world’s countries, fashion designers have several suggestions for staying cool this summer—cutouts, short hemlines, and a white color palette. However, a lot of this season’s trends use materials like leather, sequins, and metallics that do not correspond with the need to introduce more sustainability and vegan items in the industry as only 23%...

As consumers are starting to consciously choose fashion products made from sustainable materials, the fashion industry is reinventing itself: it is joined by a new generation of designers, passionate about sustainability, innovative fabrics, and making a real change. Grėtė Švėgždaitė is a luxury sleepwear designer whose career path has taken her from law and politics to silk accessories to luxury sleepwear made from sustainable Naia™ fabric.