Aden Detres的动态

Is lululemon greenwashing? That’s the legal claim being investigated by the Canadian advertising authorities after an investigation and complaint by Stand.Earth. While Stand.earth’s investigation covers more than just the complaint that they’re greenwashing by saying they’re good for the planet while their emissions rise. It’s a great investigation that’s worth a read. To answer the original question; yes they are. And so are most large fashion businesses that are still plugging net zero pledges by 2030. Rising sales of synthetics, even if you’re switching to recycled synthetics, that are made thousands of miles away from where they’re sold with large bulk orders that you recycle when you can sell it, makes emissions rise. It’s just maths. And I get the impression that many businesses expected some sort of miracle by this point that was going to help them achieve their goals. Sadly there isn’t enough money openly available for innovators anymore and prices are rising. The only thing that’s going to stop Lululemon’s emissions from rising is to make less stuff. #sustainableapparel #sportswear #esgstrategy

Let’s plug the “maths” into a digital product passport that captures full lifecycle LCA and make it verifiable, then the investigation into greenwashing is a sinch. And brands will then need to be truthful and customers can be better informed. But I also think the Digital Product Passports will help customers to have more trust in the “system”. When governments legislate and enforce it will have enormous positive effects on our ability to trust again. I hope ???? reducing greenwashing, hold verifiable data and communicate this to customers and sorters to make safer feedstocks ?? Circlolink. Digital Products Passport via RFiD THREADS?

Our very own CIO at Arbor, Abdullah Choudhry, went on a bit of a deep dive to analyze the carbon footprint of lululemon's ABC pants for men. Since a few of us at the company have started wearing these pants, we thought it might be time to get a better understanding of their supply chain journey. The results are quite eye-opening to say the least! Check out our blog below to read further. #sustainability #carbonfootprint #emissionsdata #lululemon #arbor ??????

Nike nailed it with "This is Trash." ????? But they didn't stop there. They backed it up with a powerful visual showcasing their commitment to sustainability - a sneaker made from at least 25% recycled materials. In today's market, consumers aren't just buying products. They're buying into the values and mission behind the brand. Does your brand have a strong environmental stance? Think about how you can *show* your commitment. Not just "talk" about it in your ads. Some key takeaways: 1. Don't be afraid to be bold in your messaging 2. Show, don't just tell, your brand values 3. Be transparency about your production Just loved this campaign!

Athleisure giant lululemon, is under investigation by Canada’s Competition Bureau for deceptive marketing practices. If you’ve seen my other posts, you probably know what this is about—greenwashing. ` Lululemon’s ‘Be Planet’ sustainability campaign from 2020 committed to significant GHG emissions reduction and, “leaned into investments and partnerships to develop sustainable materials that demonstrate our leadership in product innovation and environmental harm reduction." Their 2022 impact report revealed that Scope 3 GHG emissions nearly doubled with little to no explanation or planned solutions. Despite big investment claims and partnering with a start-up to create clothes from recycled nylon and polyester, it’s been reported that a vast majority of their clothing is still made from virgin materials. You may know that companies have no legal obligation to fulfill these promises, so even if the Competition Bureau finds that Lululemon uses deceptive marketing, the fashion giant won’t get slammed with lawsuits or fines. The finding would clear the waters for consumers—helping people like you and me become more conscious of what we buy. Shoutout to Stand.earth for their work in bringing this issue to the front of my attention and the attention of Canada’s Competition Bureau.?

??Fashion’s Sustainability Fix: Engaging Consumers for True Change Fashion brands have long touted their sustainability efforts, but as recent reports reveal, many are struggling to prove their true impact. For instance, Zara’s parent company Inditex and H&M have faced backlash for making vague sustainability promises without clear evidence of real change. While these brands have committed to sustainability goals, their efforts often lack transparency and fail to involve consumers in tangible, meaningful ways. This disconnect has led to consumer scepticism about “greenwashing,” where companies make unsubstantiated claims to appear more eco-friendly. A prime example is Lululemon Athletic, which was recently scrutinized for misleading its consumers on its plans to improve environmental impact. In July this year, a class-action lawsuit was even filed against it. What if brands took a different approach? Instead of vague promises, imagine integrating an interactive solution like Climes’ API with the voting experience directly into the shopping journey. By allowing customers to know their carbon emissions and then vote on how and where their carbon offset credits are allocated, brands would be building trust and transparency while engaging customers in collective climate action. It’s no longer enough to make empty claims. Sustainability needs to be a shared responsibility, one that empowers consumers to take action alongside the brands they support. Brands that lead with this approach will not only improve their reputation but create lasting change—together with their customers. #Sustainability #TrustInFashion #ClimateAction #CustomerEngagement #Greenwashing

Extending the life of clothes is so important! Consumers are realizing that there are tons of really cool clothes already manufactured, and buying/renting these is cheaper and more sustainable than buying new. This seems to be a cultural shift, not just a stylistic trend. A good sign that it's a cultural shift and not just a trend is that people are buying vintage/resale across a variety of decades and styles. People aren't trying to look a certain way by buying vintage, they're changing their buying patterns. As people start buying with a longer clothing lifecycle in mind via rental or resale, companies will likely need to start producing clothes with longevity in mind...fabrics that can survive more washes, sturdier stitching, button holes, etc.

Nike transformed its supply chain after facing global backlash in the 90s, evolving into a leader in sustainable sourcing. By 2025, it aims to slash GHG emissions by half a million imperial tonnes, recycle 80% of its waste and cut fresh water usage in textile dyeing by 25%. As such, the company implemented, strategies like refurbishing returned shoes, promoting circular product care and pioneering innovative materials like the ReactX foam—which cuts midsole carbon footprints by over 43%. The result? A $50 million boost in profit margins, proving that sustainability isn't just ethical—it's smart business. Is it a smart investment or just really good PR? Which side do you lean towards? React below to cast your votes. Find out more about our omni-channel marketing capabilities to uplift businesses at: https://bit.ly/4fCmf9I #hashtaqs #godigital #brandtransformation #BusinessGrowth #digitaltransformation #businesstransformation #sustainability #omnichannelmarketing #strategies #technology #innovation #sustainabilitymarketing #circulareconomy

?? that companies-global brands- are being scrutinised for their sustainability claims ( lululemon SHEIN and other apparel companies mentioned here). ??However, we should not discourage companies from setting ??and ??on what they want to achieve on emissions, circular practices or responsible supply chains (the latter being highly material for fast fashion, and not mentioned in this otherwise informative piece by WSJ H. Claire Brown). Regulators (not just the ????but also The Federal Trade Commission) need to make explicit what green definitions and disclosures should count to avoid green ‘washing’ and ‘hushing’ alike. My take is that sustainability is no different than other corporate targets and financial forecasting. You can revise guidance????but if you keep missing, or even worse, provide faulty or no information over time, then you will lose credibility in the market and with stakeholders. https://lnkd.in/dSeqd6Xj Julia Staunig Andreas Rasche Alison Taylor Pia Heidenmark Cook Alex Edmans

Underconsumption is a buzzword circling sustainability efforts. Whatever you call it, at the heart of it – use what you buy until it cannot be used anymore, and do not overbuy. Mindlessly scrolling and having credit card information stored in our phones has made it so easy to make that late-night purchase that 20 years ago, we had to be overly committed to – calling and waiting on the phone for the QVC rep to help complete a purchase. I appreciate all the brands making efforts to leverage their networks to build take-back and repair programs. I have highlighted a few in the past (links in comments). Most recently, Target is introducing a one-week “Denim Take Back Event” from August 4 – August 10. The event allows customers to recycle up to 5 denim items from any brand, in any condition for a 20% off coupon for new denim apparel. The coupon is eligible on branded product, such as, Levi’s and Target’s private label lines, including Cat & Jack and Universal Thread. I love the timing coinciding with back-to-school shopping as it historically is a time to refresh denim pieces. Two catches – you must be a Target Circle member and the coupon has to be redeemed within the week-long promotion period. The items collected by Target will be recycled and repurposed by Target partners. Denim is a great category to focus a take back program on. Creating denim is a water intense process – from needing water to grow the cotton to dying the yarn and washing, it can take approximately 1,800 gallons of water to produce one pair of denim jeans. I believe the education component is critical here – how many know that it takes that much water? I hope this program is deemed successful to start regularly infusing it into the promotional mix. I have a pair of jeans waiting on some needle and thread to patch a hole that got too big! What other types of take-back programs would you like to see? Do you believe a 20% off coupon is enticing enough? What would entice you to clean out and recycle? #underconsumption #sustainability #repair #takeback #recycle #repurpose #denim