Greenwashing: Is sustainable fashion a myth?

(narrator) If you've been shopping
in a mall or online for clothing recently,

you may have noticed a trend.

(music)

(narrator) An increase in fashion
promising is more sustainable.

(woman 1) Even the printed design
is plant based.

Environmentally friendly.

That's why 79% of our garments

already have sustainable properties.

(narrator) More shoppers want fashion
that is less impactful on the planet

and companies are responding.

It's a very very big trend right now.

So there's a huge increase
in the market of stuff

leading us to be sustainabe.

(narrator) While some companies
are doing the right thing,

many consumers we spoke with
are skeptical.

They're using all the right words

but I don't see it actually
being put into practice.

If I'm going to buy something
that claims to be "eco",

am I asking the cashier
like if they know?

Honestly, no.

(Kelly D.) Putting big terms like:

natural, organic,
sustainable, vegan.

Those kinds of terms are being used.

(narrator) Kelly Drennan is the founding
executive director of

Fashion Takes Action (FTA).

For more than 16 years,
her non-profit has been working

to advance sustainability
in Canadian fashion.

(Kelly) And so what we're doing is,
is their actually misleading the consumer