Fashion brands are increasingly being scrutinised to see if their claims of sustainability have any substance. Rank-a-brand recently (2014) did a study of 368 high profile fashion brands and concluded that 30% of them should be placed on ‘Greenwashing Alert’. Less than 10% of them were performing at a high level of follow-through on their sustainability plans. Implementation of fair labour conditions was particularly weak and opaque, with just 7% publishing lists of their direct suppliers.
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