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Sustainable fashion? There's no such thing

By Lauren Indvik
Financial Times·
15 mins to read

The industry's marketing may be ultra-green but the reality is very different.

The breathless email was all too familiar. It was from Levi's, the company I buy most of my denim from, telling me about a new product: its "most sustainable jeans ever". Made of "high quality recycled denim" and hemp, these jeans were "positive impact" and "negative waste", the copywriters pledged.

There are some phrases so well-worn, we become numb to their meaning. For me, "sustainable fashion" is one

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