For a while now, sustainable brands have been selling us a false reality. Popular names like Reformation, Everlane, and Patagonia have deeply ingrained environmental ethics into their mission statements, whereas fast-fashion retailers like Zara, H&M, and Uniqlo are shifting to a more eco-conscious image. Nowadays, sustainability feels like a marketing tool—a buzzword thrown around by influencers and brands to sell us more “sustainable” merchandise.
