The wonky aisle is real, but the standard for what counts as good enough to sell is still set upstream, by supermarkets, before a customer ever gets a say.

The AI systems doing that work now have their own energy and water costs, running at a scale nobody has weighed against what the flights used to produce.

H&M got caught overclaiming. Target got punished for saying nothing at all. Together they show what greenhushing actually hides.

A European Commission testing campaign found that 37% of clothing labels failed to accurately reflect what the garment was actually made from, raising fresh questions about which brands consumers can reasonably continue to trust.

Vinted is now the UK's third-largest fashion retailer and France's biggest clothing seller by volume, a rise built less on ethics than on removing friction from buying used clothes.

B Corp has overhauled its certification, scrapping the old 80-point system for mandatory minimums across seven impact topics plus third-party audits and ongoing improvement requirements. With recertification due by September 2026, we may see some B Corps quietly drop off the list rather than fail the tougher new bar publicly.