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The European Commission treads a fine line between making a real difference and creating extra problems as it prepares to announce key proposals for legislation to tackle greenwashing. bit.ly/3FHQ48X

We welcome the European Commission proposal to substantiate environmental claims & are pleased to see PEF’s shortcomings recognised. We will review the recommended criteria & work with lawmakers to ensure the law is aligned with the EU’s goals. #MakeTheLabelCount

2022 saw heightened scrutiny of environmental claims made by fashion brands. The Higg Material Sustainability Index controversy exposed flaws in current LCA-based methods for measuring textile product impact. With greenwashing in focus, accuracy in claims is crucial.

Fashion is drowning in greenwashing due to self-governed ‘sustainability’ definitions by brands. As a result, regulation & harmonised sustainability language for consumers are crucial. @GHardingRolls from #MaketheLabelCount explains why sustainability claims need regulation.

Microplastic proliferation is widespread, & synthetic clothing is one of the biggest contributors to microplastic pollution. Consumers deserve clear information on microplastic impact of clothing. Any sustainability claims made by fashion brands must address microplastic release.

As environmental claims by fashion brands face increased scrutiny, #MaketheLabelCount member @GHardingRolls shares advice on navigating product labelling and avoiding greenwashing.

Almost 70% of clothing is made from plastic. Fast fashion's high-speed model produces clothes from fossil fuel-derived materials that shed microplastics. It's time to properly assess plastic pollution in brands' environmental claims and tackle the growth of fast fashion.

"Be clear about where the green claim you're making starts and ends." That's the advice from #MakeTheLabelCount member @GHardingRolls for brands to avoid greenwashing.

According to McKinsey & Company some garments are thrown out after just 7 or 8 wears. These cheap, synthetic clothes are treated as disposable by consumers, fuelling the growth of fast fashion. Let's take the European Commission lead and make #FastFashion out of fashion.

"The era of vague claims and shaky data is over. It's time to clean house." Our campaign spokesperson Dalena Faye White responds to the EU's Green Claims Directive, warning using the PEF in its current form could risk licensing #greenwashing." #sustainability. bit.ly/3nhJMa9

We are pleased the European Commission recognises PEF limitations in Green Claims Directive, supporting its enhancement. We urge the EC to ensure any future framework only delivers meaningful information to EU consumers, preventing greenwashing & promoting responsible behaviour.

The EU's Green Claims Directive public consultation is now open! MTLC is pleased the limitations of the PEF methodology have been recognised. It must include microplastic, plastic waste and circularity indicators. Share your feedback before 17 July here: bit.ly/3BVjGxC

Inhaling microplastics can have harmful health impacts, as highlighted in a report by Center for International Environmental Law. Too much is known about the scale of microplastic pollution to prevent this information from influencing consumer purchasing choices. Learn more: bit.ly/41LWZHs

A new report by Changing Markets Foundation estimates that >300M items of unsellable synthetic clothing land in Kenya each year, contributing to plastic waste dumped, landfill, or burned. The EU's PEF methodology must account for solid plastic waste. Read the report: bit.ly/44axTmU

Greenwash Danger Zone by Greenpeace International finds just 3% of clothing is made from recycled materials, mostly from plastic bottles. Despite claims of circularity, the reality is different. A circularity indicator is critical and must be included. Read more: bit.ly/41ZPmMI

Measuring durability of apparel and footwear requires accounting for factors like style, fit, and trend-driven consumption – not simply physical durability. Let’s integrate holistic research to accurately measure product sustainability and drive industry change.

EPR empowers producers to responsibly handle products post-use. MTLC Coalition member Fibershed highlights the value of Targeted EPR programs - adaptable fees tied to textile waste data offer a solution to systemic challenges. bit.ly/43NLZKm

Microplastics are everywhere - in air, water, dust, and food. Even synthetic clothes shed them. Apparel ratings must address microplastic release. Reducing plastic use is crucial, as this article also says: theguardian.com/lifeandstyle/2…

Is your clothing shedding microplastics? Ignoring it in environmental ratings disregards its impact. We urge the EU to adopt an inclusive methodology. Learn more: makethelabelcount.org

Is recycled polyester simply ‘plastic waste in disguise’? A great read on fashion’s plastic addiction vogue.co.uk/article/fashio…