Beyond vague claims: Oeko-Tex CEO on the importance of evidence-based sustainability

Fashion has spent years promoting sustainability through collections, labels and broad claims, but growing regulatory scrutiny and high-profile greenwashing accusations are now making brands more reluctant to talk publicly about their environmental progress. This phenomenon has been dubbed ‘greenhushing’, a concept that isn’t new, but is receiving renewed attention as environmental marketing faces more stringent restrictions in Europe, pushing brands to reassess how much they can safely say.