Kourtney Kardashian wants to make boho fast fashion sustainable. Spoiler alert: You can’t | Fashion

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Good news For people who like to lie and wear clothes that smell of petrochemicals: UK-based Boohoo, the fast-growing internet fast fashion brand in the US, has announced that it will be launching a collaboration with Kourtney Kardashian. “Sustainability Journey”.

The destination is unclear, but the “journey” includes 46 limited-edition garments “made from recycled fibers, researchable cotton, recycled sequins and recycled polyester” as well as “transparency for discerning consumers.” clothes”

Although they are still small fish in the US fast fashion market, Boohoo is a fast fashion behemoth in the UK, which means their clothes are cheap and made from environmentally friendly materials and their workers in Pakistan are paid up to 33 Coin an hour to work in unsafe conditions. The result of this tried and tested exploitation method is that on average more than 700 different poorly made items are uploaded to their website every week, so that the consumer is ready for a quick burst of serotonin and a new outfit to add to the basket. Upload to Instagram at the end of the week.

Following sales of more than $1 billion in the first financial quarter of 2021, Boho has plans to expand from the U.S., with the Kardashian capsule collection set to be the centerpiece of its U.S. launch at New York Fashion Week.

In July, the UK’s Competition and Markets Authority (CMA) announced that Boohoo was under investigation for “greenwashing”. In particular, their “future-ready” line is that the items in this line are “made with over 20% sustainable materials,” which is basically a meaningless claim with no proof.

Kardashian, the eldest sister of reality TV’s First Family, has spent the past few years building a fashion-forward and health-based personal brand: going vegan, cutting out coffee in favor of matcha, cutting sugar out of her kids’ lives (for Keeping Up With the Kardashians at a candy-themed children’s birthday party comic effect in the episode he tries to prevent). Her content-marketing lifestyle platform Poosh – “the modern guide to living your best life” – offers healthy and quick lunchtime recipes from Kardashian herself. – Vibe Bedroom Seating Area.

In the official press release, Kardashian herself admitted some fears about the collaboration: “When Boho first approached me about sustainability and style, I was concerned about the effects of the fast fashion industry on the planet,” she said.

Unfortunately, she continued. Talking directly to industry experts is an enlightening experience. There is still a lot of work and progress to be made, but I believe that any progress we can make in relation to sustainability is a step in the right direction and will open up the conversation for future developments. Something tells me that her experience has to do with rejecting a paycheck and a lucrative Kardashian opportunity.

It’s not clear how durable the pieces in the upcoming inventory — which range in price from $6 to $100 — will last. The official press release includes nonsense statements such as “41 of the 45 pieces contain pieces containing fibers such as recycled cotton” without any information on what percentage is recycled (Bhuhu did not respond to repeated requests for clarification). Although the collection promises to be “traceable”, only 2 items are made from cotton, a cotton farming project that promotes sustainable cotton farming practices with specific farms.

Bhu says it is making all 12 pieces “in the UK, including our own British factory”. But conditions in bohu factories are so bad that many believe they amount to modern-day slavery, and the US has threatened to ban imports unless changes are made. For more than two years, more than half of workers say they are being paid less than minimum wage and are not paid any holiday pay.

Although Kardashian’s range is as durable as Stella McCartney’s, her collection makes up less than 0.1% of the clothes available at Boho. Her support, however, helps the entire company, including 99.9% of their much less sustainable clothing.

Black hole, green wash? Courtney’s collaboration with Bohoo includes a fact-finding website about the creation of the range

Much of the heavy lifting seems to be done in the “social content series” that will be released alongside the collection, which will feature footage of Kardashian happily slaying the fashion planet as she chats with various glamor experts. Some more are being made and will go to signing.

The central egalitarianism of the pipeline from influencer to landfill is a false illusion that fast fashion is designed as an accessible way for everyday people to live a lifestyle that people like Kardashian, who, let’s be real, would probably rather die than actually wear. Cheap swill you’re flogging for more than the time it takes to make a contractually required post.

Fans of fast fashion justify their patronage of these stores by saying that they simply cannot afford anything else, but there is no reason for anyone to spend hundreds of dollars every month on new clothes.

Anyone who says a company like Boohoo can create sustainable clothing is lying. Fast fashion retailers—from Sheen and its $1 sunglasses to Zara and its $50 polyester cardigans—have always been designed around a system of mass demand at odds with the environment.

“The hardest part is figuring out how people can live in a way that’s easy and simple and fast and fun, but doesn’t have a negative impact on people and the planet,” said Global founder Moses Patrick Duffy in an accompanying video of the trip. Spoiler alert for everyone: you can’t. The only real sustainable thing Bhu and his fast fashion brethren can do is shut down the business immediately.

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