EMA’s July Sustainable Fashion Roundup: The Olympics vs. SHEIN vs. California
In the spirit of this season’s sports mania, we present three contenders for the best sustainable fashion initiative this July: SHEIN, California, and the Olympics. Which of them took home the gold this month?
Read on to decide for yourself:
Paris 2024: the “greenest Olympics in history”?
The Paris 2024 Olympics has been praised as possibly the “greenest Olympics in history,” with a pledge to halve the carbon footprint of the Tokyo 2020 Summer Olympics. In line with this theme, LVMH has designed outfits for Olympic medal bearers using upcycled materials made locally in collaboration with social enterprises that support refugee artisans.
Some participating countries have followed suit with sustainable activewear for their athletes: Team USA with 100% recycled cotton polos from Ralph Lauren, Team Japan with Asics uniforms made from recycled materials, Team Taiwan with carbon-captured polyester from Far Eastern New Century (FENC), and Team Ireland with Laura Weber formalwear made from recycled shirts and bottles. Brazilian sustainable fashion brand Cariuma worked with three countries - Portugal, Slovakia, and The Netherlands - to create skate wear made from recycled water bottles.
Still, much progress remains, with most Olympic uniforms still made from synthetic, plastic-based materials. Outside the arena, Olympic athletes receive sponsorships from activewear brands like Nike and Lululemon, sharing hauls and unboxings on social media that encourage overconsumption. Brands themselves are facing increased scrutiny on the Olympic stage, with Lululemon facing a formal greenwashing complaint and investors pressuring Nike to address its issues with responsible sourcing.
Photo credit: Dick Thomas Johnson
SHEIN has launched its €200 Million Circularity Fund: critics say it’s greenwashing
SHEIN has launched a Circularity Fund in the UK and the EU, committing to an investment of €250 million over the next five years. The fund will support British and European businesses in advancing circularity solutions in the fashion industry, aiming to boost entrepreneurship and innovation.
The plan has drawn criticism from sustainable fashion advocates, who point out SHEIN’s track record of undermining small fashion brands by stealing their designs and producing cheaper, lower-quality versions using toxic materials. The brand also notoriously lacks transparency in its production processes and has faced accusations of using forced labor in its supply chain. Time will tell whether SHEIN’s Circularity Fund is a greenwashing ploy or if it has meaningfully addressed and corrected the criticisms the brand has received over the years.
California is one step closer to becoming a global leader in circular fashion
California lawmakers have advanced a landmark bill called The Responsible Textile Recovery Act, which could revolutionize textile recycling. Introduced by Senator Josh Newman (D-Fullerton), the bill proposes a comprehensive Extended Producer Responsibility (EPR) program requiring clothing producers to implement and fund textile reuse, repair, and recycling initiatives.
If passed, the legislation could make California a global leader in circular fashion, reducing textile waste while tapping into underutilized textile upcycling and recycling resources. It could also reduce pressure on thrift stores and overseas secondhand clothing markets to deal with unsellable clothing. The bill has successfully passed the California Assembly Natural Resources Committee and now moves to the Assembly Appropriations Committee for approval.
Katy Ho (she/her) is a Chinese Canadian writer, activist, and daughter of refugees who explores the intersections of gender, climate, and pop culture through her work. When she’s not writing about feminism and climate justice, you can find her hosting book club meetings, visiting her local thrift store, and coaching the next generation of climate leaders.
This post was made possible by the EMA Creator Fund. Support the fund here!