Everlane (USA, Online)
Fashion brand Everlane was making claims about the recycled content in its clothes and the fact that dyes used were “safer for the environment”. The US regulator had to decide if they were credible.
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NAD reviewed Everlane’s claims on the number of recycled bottles used in identified garments and whether certain dyes used in the manufacturing process were actually safer for the environment.
The company said it relied on GRS, a voluntary international standard based on well-established international and regulatory guidance for what constitutes recycled content combined with calculations provided by its mills and yarn spinners to identify the amount of plastic needed to produce recycled polyester yarns.
The other claims were based on Bluesign, a well-established third-party certification program for the use of chemicals in textiles to support its “safer for the environment” claim.
The regulator recommended that claims needed to be further qualified to note Bluesign’s limited environmental impact on manufacturing practices and Everlane’s nascent incorporation of Bluesign certification in its clothing line.
Complaint upheld in part
Read the full ruling here.
The Global Guidance on Evironmental Claims offers marketers a selection of case studies that ilustrate the contents of the guidance with real life examples. See full list here.