How prepared are brands for the incoming EU Green Claims Proposal?

The publication of the EU’s Substantiating Green Claims Proposal is imminent, but how prepared are clothing brands for a new law that will dictate the terms of the sustainability claims they make? Industry veteran, Dalena White, shares her thoughts with Just Style.

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The EU’s Green Claims Proposal was in fact scheduled to be published earlier this week, shortly after Just-Style’s chat with White, but it was postponed at the last minute. One would imagine the fashion industry breathed a huge sigh of relief about this – albeit temporary – following the backlash faced by the highly respected Higg Index over the use of consumer-facing claims deemed to be “misleading”.

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