Agenda-setting intelligence, analysis and advice for the global fashion community.
The Norwegian Consumer Authority has found outerwear brand Norrøna’s use of data from the Higg Index to back up environmental claims is misleading to consumers and warned H&M Group against using the same type of marketing.
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European efforts to introduce standardised rules governing how brands back up environmental claims are fuelling a heated debate that stands to create winners and losers.
The certifications and standards widely used to lend credibility to big brands’ sustainability claims are coming under fire, as environmental campaigners seek to influence new policy initiatives.
The launch of Higg’s consumer-facing product profiles is a step towards a more transparent, unified framework for talking about the impact of our clothes. But longstanding criticism of the initiative behind this programme points at wider tensions in the industry.
Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.
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