Selective ‘good-news-only’ environmental marketing and a focus on single issues risks sending the textile industry in completely the wrong direction, argues Phil Patterson. 

For example, recycled textile fibres are a great way to demonstrate that clothing should be viewed as a resource and not a ‘waste-in-waiting’ and while they can be much lower impact than their virgin counterparts – they are not free from impacts and are by no means as ‘environmentally friendly’ as they are often advertised.

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