You know those cereal commercials where sugar bombs like Cinnamon Toast Crunch and Reese’s Puffs are said to be part of a “balanced breakfast”? That kind of sanctioned obfuscation is also rampant in the world of fashion, especially when it comes to so-called “sustainability.” You can’t step into a clothing store or peruse a menswear brand’s artfully designed website without running into some piece of clothing labeled sustainable, whether it’s a shirt that’s had its carbon emissions offset or swim trunks made of plastic water bottles. But what truly makes a piece of clothing sustainable? The truth is, it’s impossible to tell. In the year 2021, we’ve finally reached a point where “sustainability” means nothing. It started out with great intentions — the clothing industry having to reckon with the environmental destruction caused by fast fashion, and frankly the production of all new clothes — but now that eco-friendliness is proving to be a money maker, many brands are in a race to see who can reap the biggest benefits with the least amount of sincerity. Big Cereal found a way to say candied flour flakes are healthy, and Big Fashion has found a way to say destructive clothing is good for the planet. Read more at InsideHook.