“If we’re sitting in a window, people aren’t going to be able to miss that. “We were just a group of friends and we just wanted to do it because we cared, and we did it alone,” said Gregory. Gregory and her friends were so outraged by H&M’s greenwashing campaign that they decided to take a stand against it themselves. Some 96 per cent of its claims flouted the guidelines in some way - followed by 89 per cent from Asos and 88 per cent from M&S. “H&M’s Conscious collection, pitched as a clothing line made from more sustainable materials such as organic cotton or recycled polyester, was found to contain a higher share of damaging synthetic materials than its main line (72 per cent compared to 61 per cent),” The Big Issue reported in June. H&M in particular was found guilty of tricking customers with misleading claims. The report slammed many of the most popular brands for being “riddled with greenwashing”.

And yet, research published in June revealed that fashion brands are “routinely” misleading the public over their green credentials, and accused many of Europe’s biggest fashion brands of being “all style and no substance”.

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