Fashion’s Greenwashing Problem: How Canadian shoppers might be misled by eco claims
Model Corinne Ng poses for Photographer Andrea Pavlovic wearing pieces from Encircled’s latest collection. Encircled is a female founded, Canadian made clothing brand based in Toronto.On a sunny, spring day in Toronto’s west end Junction neighbourhood, Kristi Soomer and her staff photograph her brand’s latest collection in its bright, airy studio.
She applied to B Corporation for a private certification. It examines if a business is meeting standards in social and environmental performance as well as providing full transparency. It was an intense, two-year look into every aspect of Encircled, all at Soomer’s expense. “When I first started in the fashion industry, I assumed there was just like … a bucket of bad fabrics that you don’t use and … good fabrics that you do use. And in my mind I was like, linen must be over here and polyester is over here. And that’s just the end of it. But it’s actually more of a continuum,” she says.
Soomer and the staff at Encircled have an ongoing conversation with its consumer base about sustainability and its practices. “There are some countries where there are more laws in place now, anti-greenwashing laws, transparency laws, which really protect the consumer at the end of the day,” she says.“It’s really the industry’s responsibility,” Drennan says.
“Whose responsibility is it ultimately? I think companies need to explain themselves rather than just having a tagline or a simple statement, ‘we’re green,’” Kirke says. “What is it? What does it mean for you?”
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