Why this matters more than ever If you've ever stood in a shop holding a garment labelled "eco-friendly" or "conscious collection" and wondered what that actually means, you're not alone. The fashion industry has embraced sustainability as a marketing message, but the gap between what brands claim and what they actually deliver can be vast. Greenwashing isn't just annoying—it actively undermines efforts to make fashion more sustainable. When misleading claims muddy the waters