This policy paper sheds light on the false claims and misleading communication campaigns advertised by the fashion industry. It discusses the environmental impacts associated with these Greenwashing claims in relation to three issues: materials, circularity and climate.

The paper further presents the most common statements and strategies used by fashion companies to convey their alleged engagement in environmentally sustainable practices.

Finally, recommendations are given on the policies needed on the EU-level to ensure that fashion brands are providing accurate and verifiable information to consumers, for them to make informed choices.

With this policy paper, Generation Climate Europe (GCE) calls on the EU to address the growing issue of Greenwashing in the fashion industry.