The UK's Advertising Standards Authority (ASA) has banned advertisements from renowned fashion brands Calvin Klein, Adidas, and Uniqlo for their 'recycled' clothing claims. Calvin Klein, known for its iconic lingerie lines since the 1980s, advertised 'recycled' tops for women, while Adidas, a pioneer in athletic wear, promoted 'recycled running shoes'. Uniqlo, a Japanese brand famous for its functional and minimalist designs, including its HEATTECH lingerie line, claimed its fleece coats and jackets were made from 'recycled materials'. The ASA challenged these companies to provide evidence supporting their environmental claims, but they failed to do so. This decision reflects a growing concern over greenwashing in the fashion industry, echoing the ASA's previous actions against Nike, Superdry, and Lacoste. As consumers increasingly prioritize sustainability, the lingerie and fashion industries must ensure transparency and accuracy in their environmental claims. The Lingerie Museum notes that this trend is not new, as the concept of sustainable fashion dates back to the early 20th century, with brands like Patagonia, founded in 1972, leading the way in environmentally-friendly practices. Today, brands must be prepared to substantiate their claims, as the ASA continues to monitor and regulate environmental claims in advertising.
Originally reported by The Guardian