The great greenwashing crackdown is coming for fast fashion.⁠ ⁠ At long last, fast fashion companies are being scrutinized for "greenwashing," the practice of employing misleading marketing claims to convince consumers that a product is sustainable or eco-friendly.⁠ ⁠ In the UK, sustainability claims made by major brands, including Boohoo and Asos are being investigated by the Competition and Markets Authority (CMA), the country's competition regulator. Last fall, the organization published the Green Claims Code, a set of guidelines stipulating that companies using green marketing "must not omit or hide important information" and "must consider the full life cycle of the product."⁠ ⁠ Both Boohoo and Asos said that they will cooperate with the CMA's investigation, rendering the future of their respective "sustainable" and "circular" collections shaky.⁠ ⁠ While fast fashion isn't the only sector that markets its products using misleading sustainability claims (the auto, beauty, and luxury apparel industries also come to mind), companies such as Asos and Boohoo produce and sell such a high volume of cheaply made garments that the dissonance between "eco-friendly" and "fast fashion" is especially deafening.⁠ ⁠ As the UK, EU, and US begin to consider greenwashing a punishable offense, companies might think twice before throwing terms such as "sustainable" and "circular" around. A more transparent fashion system is something we can all get behind.⁠ ⁠ Hit the link in bio to read more. ⁠ ⁠ ✍️: @paulybyalexforalexandrapauly⁠ 📷️: Getty (Melodie Jang)