Stop the Fabrication

10.09.2025

Greenwashing has become fashion’s dirtiest trend. A recent report from the Changing Markets Foundation found that as much as 96% of claims made by fast fashion brands were fabricated. Almost six in ten “sustainable” promises are deceptive or false. And only 3% of items in UK and US collections carry genuine sustainability credentials. That’s not progress. That’s a crisis of trust.

At Blast, we’re calling it out. Our campaign challenges the fashion industry to stop the spin, unravel the lies, and unpick the facts. Because fake green narratives don’t just mislead consumers — they erode credibility across the whole industry.

We know real change doesn’t come from slogans, it comes from substance. That’s why we work with sustainability experts like Common Ground, ensuring every campaign is grounded in evidence, not empty words. Together, we build communications that are bold, creative, and above all — honest.

Fashion doesn’t need another recycled-bottle buzzword. It needs a new story. One built on integrity, transparency, and accountability.

It’s time to stop the greenwash.
It’s time to Stop the Fabrication.

Want to go deeper? Read Common Ground’s article, “Greenwashing, Gut Punches, and the Ghost of the Green Claims Directive.” It takes a hard look at fashion’s false promises — and why the industry needs to change for good.