Fashion greenwashing glossary part two: what do ‘biodegradable’, ‘closed loop’ and ‘degrowth’ really mean?
The article highlights how fashion brands frequently misuse technical environmental terminology to create a false impression of sustainability, a practice central to greenwashing. Terms like "biodegradable" are particularly deceptive; while natural fibers may decompose in ideal conditions, treated and dyed garments often leave toxic residues or fail to break down in typical landfill environments. Without rigorous certification standards, this label gives consumers the misleading impression that products will safely disintegrate, masking the reality that they may persist as pollution or harm ecosystems. Confusion is further exacerbated by the ambiguous use of "bioplastic," which conflates materials made from renewable resources with those that are actually biodegradable. This semantic vagueness leads shoppers to believe they are purchasing eco-friendly alternatives when the items may still be largely fossil-fuel-based and non-degradable. Consequently, these products can contaminate recycling streams and persist in the environment for centuries, undermining efforts to reduce plastic waste and misleading consumers into thinking their disposal is environmentally responsible. Finally, concepts such as "closed loop" and "degrowth" are often narrowed to fit corporate narratives, stripping them of their broader ecological significance. "Closed loop" is frequently reduced to chemical recycling processes rather than addressing the systemic need to eliminate waste and regenerate nature. Similarly, "degrowth" is co-opted to describe incremental efficiency gains rather than the necessary shift away from excessive resource extraction. These diluted definitions allow industries to claim progress without implementing the fundamental structural changes required for genuine environmental stewardship.
Source: theguardian.comPublished on 2023-04-25