Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Asos and Boohoo Forced to Clarify Green Claims

Asos models.
Major UK fast fashion retailers will change the way they promote the environmental credentials of their clothes after being accused of greenwashing by a UK watchdog. (Asos)

Major UK fast fashion retailers will change the way they promote the environmental credentials of their clothes after being accused of greenwashing by a UK watchdog.

Asos Plc, Boohoo Group Plc and Asda’s clothing brand George have signed formal agreements with the Competition and Markets Authority to use only “accurate and clear” green claims, according to a statement Wednesday.

The requirement includes displaying information clearly to shoppers, avoiding using vague terms to describe organic or recycled fabrics and using misleading imagery, such as green leaves to suggest a product is more environmentally friendly than it is.

“The commitments set a benchmark for how fashion retailers should be marketing their products, and we expect the sector as a whole — from high street to designer brands — to take note and review their own practices,” said Sarah Cardell, chief executive officer at the CMA.

ADVERTISEMENT

Fast fashion brands, which are able to respond to ever-changing trends at low prices, have come under pressure for their high carbon footprints.

Boohoo CEO John Lyttle said the agreement provides “some helpful clarity” and that his business remains committed to finding “collective solutions” to make fashion more sustainable.

A spokesperson for Asda said it worked pro-actively with the CMA and is pleased to come to an agreement. A statement from Asos said it welcomed the CMA’s commitment to ensuring standards are applied across the whole industry.

By Jennifer Creery

Learn more:

Asos Sales Fall Again Amid Turnaround of Fashion Retailer

The troubled online clothing retailer said that sales fell 18 percent in the six months to March 3, which was broadly in line with guidance.

In This Article
Organisations

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

Op-Ed | How Long Can Adidas Surf the ‘Terrace’ Trend?

As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted.


How Rent the Runway Came Back From the Brink

The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024