I’ve never considered myself to be a fashion critic. Actually, that’s not true. I’m happy to criticize fashion any chance that I get, but what I’m talking about here is something that almost made my jaw drop – companies promoting green lingerie. Not “green” as in the color that used to appear on crayon wrappers when you were a child, but “green” as in “sustainable.”

Have we gone too far with the eco-friendly product claims? Are clothing manufacturers truly concerned about the planet or are they simply trying to sell us greenwashed jeans?

I know that some companies in the industry do truly care about the planet, which is comforting because the industry has enormous environmental and social footprints. For example, one women’s clothing manufacturer, deux fm, describes their clothing as being intended for the woman who broadcasts both style and ethics.

We manufacture locally and domestically under fair labor practices and the majority of the materials we use are either environmentally friendly, manufactured in North America (where deux fm is headquartered) or both. We are part of the global movement for a sustainable future and our mission is to inspire ethical and environmental awareness by implementing sustainable action through innovative design. http://www.deuxfm.com/Summer2010/

Bravo! I support that philosophy and encourage all companies in the clothing industry to embrace a similar sentiment, but there’s something about green underwear that just doesn’t sit right with me.

Maybe I need to go back and review the lingerie photos posted on Planet Green one more time (for research purposes). Check it out yourself and leave a comment.

• Is green lingerie greenwashing at its worst or an innovative plot to save the planet?
• What clothing companies deserve credit for their forward thinking environmental and social practices?

About the Author

Michael Bittner is an associate partner in the Boston, U.S.A. office of Environmental Resources Management (ERM) and editor of the EHS Journal. He has more than 20 years of experience in the EHS field, including 17 years of EHS consulting experience and four years as the corporate environmental manager for a U.S. Department of Defense contractor. Mr. Bittner specializes in global EHS solutions including

• Compliance and management systems auditing
• EHS management systems implementation and design
• Sustainability solutions
• Strategic planning
• Mergers and acquisitions support

Photograph: Dotted Background by Bram Janssens, Kortrijk, West Vlaanders, Belgium. www.backdropsheaven.com

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