• NETWORK
    • EVENTS
    • SUSTAINABLE BRANDS EUROPE
    • SUSTAINABLE BRANDS USA
    • SUSTAINABLE BRANDS AUSTRALIA
  • BLOG
    • WHAT IS SUSTAINABLE FASHION?
    • WHAT IS COLORWASHING?
    • FASHION FACTS
    • CAMPAIGNING
  • ABOUT
  • CREATIVE MATTERZ FUND COMMUNITY AWARD
Menu

Sustainable Fashion Matterz

  • FIND PEOPLE
    • NETWORK
    • EVENTS
  • ETHICAL BRANDS
    • SUSTAINABLE BRANDS EUROPE
    • SUSTAINABLE BRANDS USA
    • SUSTAINABLE BRANDS AUSTRALIA
  • BLOG
  • GOOD TO KNOW
    • WHAT IS SUSTAINABLE FASHION?
    • WHAT IS COLORWASHING?
    • FASHION FACTS
    • CAMPAIGNING
  • ABOUT
  • CREATIVE MATTERZ FUND COMMUNITY AWARD
×
activism-politics.png
greenwashing.png
interviews.png
brands.png
events.png
materials.png
hm-greenwashion-transparency-index.jpg

GREENWASHING ALERT | H&M is NOT the Most Transparent Brand!

Cherie Birkner April 24, 2020

by Cherie Birkner


Here we are on the 7 year anniversary of the Rana Plaza catastrophe, focusing on asking #WHOMADEMYCLOTHES because we want a more transparent and especially ethical fashion industry. We want the garment workers who make clothing for the big high street brands to be treated in a respectable manner, and especially now, in the Corona Crisis we want the people who make our clothes to have health care, clean water and food. BASIC LIVING NEEDS THAT IS. Well enough said, then this ->


H&M CLAIMS TO BE THE

MOST SUSTAINABLE BRAND:


WHAT H&M POSTED AFTER REACHING A 73% SCORE IN THE TRANSPARENCY INDEX: *the original post has been deleted here you can still read the original embedded text.

The world's most transparent brand? That's us! We're the highest-ranking brand in the Fashion Transparency Index 2020 by @fash_rev. Actually, we're the highest scoring brand -- ever! This means that we're open about who made your clothes and how. To be named no 1 makes us very proud, but we're not done yet. This is only the beginning of how we're changing fashion. Read more about the index on fashionrevolution.org #HM #WhoMadeMyClothes #WhatsInMyClothes #sustainability #transparency

29.6k Likes, 661 Comments - H&M (@hm) on Instagram: "The world's most transparent brand? That's us! We're the highest-ranking brand in the Fashion..."

THEN DELETED AFTER CRITICISM FROM SUSTAINABLE FASHION ADVOCATES:

hm-greenwashing.jpg

⚠️ THAT’S GREENWASHING ⚠️


Sorry H&M you are NOT the worlds most transparent brand.

Yes you have the highest transparency score in the Fashion Revolution Transparency Index, and YES we see that you are making an effort and this should be acknowledged, because we need to start somewhere right? You are the most transparent of the 250 largest fashion brands, scoring 73% of the 250 possible points. In school grades that would be a C. It’s not a remarkable score.

✅ But then who is the most transparent brand? Well this are the ones who can tell us who made our clothes. Some examples from our network: @dawndenim @ethletic @trigemafashion @meybodywear @mudjeans @melawear

🖼 The photo you chose is also quite symbolic - we only see one hand. Who’s shadow is that? Who are those working in the shadows making the clothes for your so fresh and clean seeming stores? Are they reaching for help right now?

❓Can you please start to prioritize the well being of your employees (yes the makers are your extended employees) over the wealth of your shareholders?

💴 Oh yes that’s right Stefan Persson your biggest shareholder has a net worth of 💲14.9 Billion (source: Forbes). What is he doing with his money to provide healthcare, food and clean drinking water to his hidden employees? And who are they? Why don’t you show us how they are doing now?


WHAT YOU NEED TO KNOW ABOUT THE TRANSPARENCY INDEX


Fashion Revolution Germany made this post as a response to the incident:

Sieh dir diesen Beitrag auf Instagram an

Ein Beitrag geteilt von FASHION REVOLUTION GERMANY (@fashrev_de)


If you would like to help support garment workers effected by this crisis we recommend to donate FEMNET a 20€ donation will feed a family of 5 for two weeks.


Featured
Dear Guardian, Renting Clothes is NOT Less Green Than Throwing Them Away If You Do It Right
Dear Guardian, Renting Clothes is NOT Less Green Than Throwing Them Away If You Do It Right

The Guardian recently published an article stating that “Renting clothes is less green than throwing them away”. The article is based on a study by IOP science which came to multiple conclusions, one of which ranked Rental as the most GWP (Global Warming Potential) in comparison to … READ MORE

Read More →
4 SUSTAINABILITY CLAIMS THAT BRANDS NEED TO STOP MAKING | My Reaction
4 SUSTAINABILITY CLAIMS THAT BRANDS NEED TO STOP MAKING | My Reaction

I continue to see brands making sustainability claims which are total red flags to me. While I often believe this comes from the best of intentions it needs to stop. It’s not serving anyone.

Read More →
WHAT THE FACT! | Did I spread fake news?
WHAT THE FACT! | Did I spread fake news?

We need to talk. About sharing facts. While fake news is a real phenomenon of the Internet, fact checking has been…

Read More →
In Greenwashing Tags Greenwashing, H&M, Fashion Revolution, Transparency Index, Cherie Birkner, Colorwashing
← HOW TO BE AN EFFICIENT ONLINE ACTIVIST | also for lazy peopleINTERVIEW | How Berlin's Hottest Clothing Rental Service is Handling the Corona Crisis →
CHERIE is the Founder and Creative Director of Sustainable Fashion Matterz.  On the blog she introduces sustainable fashion brands, industry personalities and shines the light on fashion activism.

CHERIE BIRKNER is a multidisciplinary creative, focusing her energy towards sustainability focused projects, brands and people. Since she quit fast fashion in 2016 she has created Sustainable Fashion Matterz as a space to give easy access to solutions in the fashion industry. Read more about her here.

GUEST CONTRIBUTORS

sustaianable-fashion-social-media.png

Category
  • Brands 38
  • Interviews 36
  • Activism & Politics 30
  • Events 21
  • Greenwashing 11
  • Materials 6

CMzF-logo.png

FEATURED

Featured
Why I Don't Know if I Will Continue Sustainable Fashion Matterz
Why I Don't Know if I Will Continue Sustainable Fashion Matterz
Ukrainian Upcycling Designers in Berlin
Ukrainian Upcycling Designers in Berlin
4 SUSTAINABILITY CLAIMS THAT BRANDS NEED TO STOP MAKING | My Reaction
4 SUSTAINABILITY CLAIMS THAT BRANDS NEED TO STOP MAKING | My Reaction
WHAT THE FACT! | Did I spread fake news?
WHAT THE FACT! | Did I spread fake news?
WILD AND FREE, AS ANIMALS SHOULD BE | Vegan Fashion Editorial
WILD AND FREE, AS ANIMALS SHOULD BE | Vegan Fashion Editorial
I SEE FASHION AS AN ART SPACE | Editorial Interview with Karina Papp - @found_on_the_street
I SEE FASHION AS AN ART SPACE | Editorial Interview with Karina Papp - @found_on_the_street
3 QUESTIONS EVERY BRAND & CONSUMER SHOULD REFLECT ON | Colorwashing Check-out
3 QUESTIONS EVERY BRAND & CONSUMER SHOULD REFLECT ON | Colorwashing Check-out
COLORWASHING CHECK | New Balance
COLORWASHING CHECK | New Balance
IS IT SPRING OR SUMMER NOW? | Fair Fashion Editorial with Kim Gerlach sun and rise
IS IT SPRING OR SUMMER NOW? | Fair Fashion Editorial with Kim Gerlach sun and rise
HOW TO BE AN EFFICIENT ONLINE ACTIVIST | also for lazy people
HOW TO BE AN EFFICIENT ONLINE ACTIVIST | also for lazy people
 

About
Press
Blog
Contact

Copyright 2017 - 2021
Impressum & Datenschutz - DSGVO / Privacy Policy - GDPR