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A fixable Chinese manufacturer of textiles, called Tang Shan San You, has invested in the company. The growing exposure of the benefits of Circulose cotton means sustainable textile materials are starting to shape the industry norm - becoming more circular.\u003C/p>","\u003Cp>The fashion industry has traditionally been extremely wasteful, with a supply chain that involves producing vast amounts of cotton, using a great amount of water. Chemicals and treatments are also used to treat the clothes, which have been reported to be dangerous for both workers and consumers. When fashions and season's must-haves have passed, clothes end up in landfill.\u003C/p>","\u003Cp>Circulose is a recycled cotton product made from discarded textiles. In creating this material, consumers are diminishing their fashion footprint in terms of cutting waste, water, microplastics and more. 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It is hard for consumers to pick out genuine textile companies' claims from misleading ones.\u003C/p>","\u003Cp>Greenwashing can be defined as whitewashing in business world, by making false environmental claims. Recognising examples of corporate greenwashing has been made easier with the guidelines TerraChoice have published. These 'seven sins of greenwashing' are intended to help the everyday consumer made more genuinely green consumption choices.\u003C/p>","\u003Cp>Environmental researchers at TerraChoice have compiled a comprehensive list of types of greenwashing - dubbed the 'seven sins of greenwashing', to serve as a guide to consumers in the assessing green claims of fashion brands (although they apply to all industries).\u003C/p>\u003Cp>The seven sins are as follows:\u003C/p>\u003Cp>1. \u003Cstrong>Sin of the Hidden Trade-Off\u003C/strong>: implying that a product is green based on a narrow set of attributes without attention to other important environmental issues.\u003C/p>\u003Cp>2. \u003Cstrong>Sin of No Proof\u003C/strong>: occurs when claims cannot be supported by easily accessible information or third-party certification.\u003C/p>\u003Cp>3. \u003Cstrong>Sin of Vagueness\u003C/strong>: occurs when a claim is poorly defined and therefore likely to be misunderstood by consumers.\u003C/p>\u003Cp>4. \u003Cstrong>Sin of Worshipping False Labels\u003C/strong>: occurs when the product gives the impression of third-party endorsement which isn't real. 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