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The circular economy has been widely praised for its ability lower the fashion industry’s environmental impact. The new Belgian fashion brand hnst has noticed that circularity is the new frontier in greenwashing efforts within the fashion industry.

Today, it is impossible to walk into a shop without being bombarded by circularity and sustainability claims. You’ll find clothing made of recycled materials in every corner of your eyes, marked as resource-saving or recyclable.

Changing Markets’ new report has labeled 59% of European fashion giants’ claims about sustainability as misleading or unsubstantiated.

Brands can mislead consumers by claiming that synthetic products are recyclable, despite not having the technology, or labeling products as’sustainable’ and ‘responsible’ without supporting evidence.

Hnst believes this type of communication is polluting circular economy vocabulary. This misuse and overuse of terms like recycled, recyclable, or circular is slowly but surely changing their meaning.

Make it circular, but holistic

It is important to note that hnst encourages brands to embrace the circular economic model as a way to produce and consume. It should be viewed as an alternative way of doing things, not a quick fix or marketing opportunity.

The duality between humans and the planet must not be overlooked. You can now find circular clothing in stores. Unfortunately, too many people making these items are not paid fair compensation for their labor. Is this sustainable?

About hnst

Hnst, a circular fashion brand, is on a mission of dressing the world in a more authentic way.

Their designs are timeless and reflect today’s fashion trends. All hnst clothing is produced with the same circular ethos. This ensures longevity, minimizes impact and facilitates efficient recycling when it comes.

Let’s get to to know one another, we have nothing to hide.

Learn more about hnst at the brandpage.

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