UK-based fashion brand PrettyLittleThing (PLT) and its parent company Boohoo are amongst the latest retailers facing scrutiny on claims that they are misleading consumers on being environment-friendly.
Boohoo was the latest to draw ire, following its recent announcement of a ‘sustainability and style’ collaboration with Kourtney Kardashian Barker.
The 46-piece collection of garments is made from ‘recycled fibres’, according to a release from Boohoo.
The partnership was met with heavy criticism on social media. Several users pointed out that the company had previously also been the subject of controversy, which found Boohoo’s UK factory workers being, reportedly, paid only £3.50, or US $4.37 an hour.
PLT also faced greenwashing accusations of its own after announcing its ‘PrettyLittleThing Marketplace’ feature in August. The new app allows users to buy and sell pre-owned garments from PLT and other fashion brands, according to the official website.
Sustainable fashion editor Brett Staniland told HuffPost. “Their products are trend-led and ultra-fast, meaning they’re specifically not designed to be resold or have any longevity whatsoever, so resale is never on the cards for those items.”
Boohoo and PLT aren’t the only fast fashion brands getting called out for their attempts to go green. Swedish fast fashion brand H&M is being sued by a New York student who alleged she overpaid for clothes from the brand’s Conscious Collection under the guise the products were more eco-friendly than they actually were.
