Sustainability Is Dead. Can These Clothing Brands Replace It With Something Better?

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.