Are fashion brands contributing to the destruction of the Amazon rainforest? According to a study conducted by Stand.earth, LVHM and Inditex lie about their company policies

After the images of the open-air dumps for used clothes from around the world in the Atacama Desert and Al Jazeera, even the big fast fashion chains have launched campaigns on sustainability, but perhaps more to justify themselves morally in the eyes of consumers rather than for a real desire for change, as evidenced by the recent study conducted by The Guardian, an in-depth analysis of the complex global supply chains of the fashion industry and how big brands, such as Coach, LVMH, Prada, H&M, Zara, Adidas, Nike, New Balance, Teva, UGG and Fendi, contribute massively to deforestation in the Amazon rainforest. Brazil's President Jair Bolsonaro also forcibly removed indigenous peoples, driving the tribes out of the forest that had been their home for centuries, to make way for agriculture, mining and other development activities.

Between a more difficult ecological transition than expected, greenwashing and overproduction, brands should not exploit this particular historical moment not to contribute to deforestation elsewhere, such as in Guatemala or Mexico, but invest and explore alternatives that are not extractive, find alternative solutions that are not of animal origin or plastic-based: ecological fibers such as hemp, organic and recycled cotton, rubber, jute and ramia or laboratory alternatives such as Tencel or Lyocell, up to the most imaginative declinations such as Desserto, the winning fabric of the LVMH Awards 2020 that is obtained from cactus waste or Nopal, vegan leather extracted from the mycelium, or a part that makes up the roots of mushrooms, patented by Bolt Threads and supported by a consortium formed by none other than Adidas, Kering, Lululemon and Stella McCartney to boost production and sales. So with economic means and advances in science, brands really have no more excuses to postpone the change or to fake it.