After reality the TV star was named Boohoo’s new sustainability ambassador, Iris’s Amy Bryson ponders whether it is merely unsustainable lip service that will backfire on the fast fashion retailer.
The fashion industry is littered with environmentally sustainable brands committed to working towards a greener future. The likes of Patagonia and Reformation have been using recycled and sustainable materials from the get-go, while Rapanui has implemented eco-friendly and socially responsible practices across all aspects of its operations and supply chain.
But truly sustainable brands remain a minority. Fast fashion retailers are an influential force in creating new products and trends and have an equally big impact on the environment. Fast fashion is responsible for up to 10% of the global population’s carbon emissions, which is more than international flights and maritime shipping combined.
Boohoo is one of the most culpable names in this bracket. Following over $1bn of sales in the …