Miriam Keegan

And I think this is really important for consumers to understand what this means, that if you are a more conscious consumer, are they actually...

being hoodwinked essentially into buying something or giving their money towards something that they never signed up for essentially.

A little bit, but I think, you know, I don't personally talk about brands myself in public because, you know, I just I'm not who am I to judge who buys from what, you know what I mean?

So but I think it's when you are buying from some some brand, always kind of have your own due diligence when you are researching them.

So, for example, you know, we have.

You know, when you look at a website, you can see that there they could claim something that they're super sustainable and then there's some others that are not.

So we have two different spectrums when it comes to fashion, where we have green washing and green hushing.

So, you know, when you are on a website and you're looking at what are they good, are they bad?

We don't know.

Look at the claims that they're making.

Are they verified?

Are they saying, you know, we have had a third party, you know, assessment done on our claims?

Or is it just like we're self-proclaiming ourselves as being sustainable?

And then you have other brands who are doing best practice work and they're completely not saying anything on their websites because they're afraid of scrutiny.

And that's where we have to, as just as shoppers, kind of like take everything with a pinch of salt when you're looking at the websites is to understand that.

OK, they might be a little bit better maybe with their materiality, but are they paying living wages to their workers?

So when you see the word sustainable, it can be so like large and what that actually means.

So it's just, you know, when you see this kind of deal happening, you know, we saw years ago when people were paying money into their pensions and stocks and they were paying for, you know, fossil fuels and arms that they were not consciously wanting to fund.

Exactly.

So now we have to do the same with fashion.