RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • About us
  • Contact
  • Subscribe
  • Sign in user
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • RetailDetail Plus
  • Events
  • Hunts
  • RetailHub
  • Advertising & Partnerships
    • EVENT PARTNERSHIPS
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • About us
  • Contact
  • Sign in user
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • RetailDetail Plus
  • Events
  • Hunts
  • RetailHub
  • Advertising & Partnerships
    • EVENT PARTNERSHIPS
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
thumb
Written by Pauline Neerman
In this article
  • Tags greenwashing
  • Companies Asos
  • Geography United Kingdom
Share article
  • facebook
  • instagram
  • twitter
  • linkedin
  • email

Asos removes complete sustainable category

icon
General5 September, 2022

British fashion website Asos has deleted its entire sustainable clothing category in July, not coincidentally just before the British market authority CMA announced an investigation into its sustainability claims.

Sustainable category

Three years ago, Asos proudly announced it would become a “one-stop shop” for “environmentally conscious” clothing. The online retailer launched the Responsible Edit category, in which it collected 3,700 items from different brands that met certain sustainability criteria. These were products with recycled fabrics or environmentally friendly materials, for example. Asos also added filters to the webshop to allow consumers to search for sustainable products or clothing made from recycled materials.

However, in mid-July, both the Responsible Edit category and the filters suddenly disappeared from the site, iNews reports. That turned out not to be a coincidence, because two weeks later the British market watchdog CMA reported that it was investigating several fashion companies about their sustainability claims. The CMA suspects that several fast-fashion retailers are making misleading claims, such as claiming that a product is recycled when it barely contains any recycled fibres, and that consumers are being misled in this way.

Proactively removed

Asos admits it has proactively removed the sustainability category, anticipating the investigation into possible ‘greenwashing’. “We continue to work closely with the CMA as part of its investigation and remain committed to playing our part in making fashion more sustainable”, inews quoted a response by Asos.

Anyone searching for Responsible Edit now will land on a landing page about the fashion retailer’s “journey to sustainability”. Last month, for example, Asos launched a new collection called the Circular Design Collection. The collection is said to be designed according to circular principles to reduce waste, reuse and recycle more. Whether the CMA is happy with this remains to be seen.

Stay up-to-date

Receive our free newsletters and do not miss out on the latest retail news.

Subscribe
logo
  • greenwashing

British fashion website Asos deleted its entire sustainable clothing category in July, not coincidentally just before the UK Market Authority announced an investigation into its sustainability claims.

More on General
See more
  • icon
    General27 September, 2023
    The US antitrust authority takes Amazon to court

    The US antitrust watchdog (FTC) is taking Amazon to court in a landmark lawsuit with high stakes. The aim: to break Amazon's power.

  • icon
    General20 September, 2023
    Amazon makes cashierless technology cheaper

    Amazon is switching to RFID technology for its cashierless shops. That should make it easier and cheaper to implement.

  • icon
    General12 September, 2023
    Wilko bankruptcy spells end for 400 shops and 12,500 jobs

    British non-food discounter Wilko is beyond saving: the bankrupt chain is disappearing from the high streets after an ultimate attempt by HMV owner Doug Putman to save 300 shops failed.

Events
  • 19
    Oct
    Category Management Congress
  • 23
    Nov
    RetailDetail Night
Most read
  • icon
    Fashion13 September, 2023
    Inditex achieves record margins in inflationary times
  • icon
    Fashion19 September, 2023
    H&M ends free returns
  • icon
    Food8 September, 2023
    Carrefour exposes “shrinkflation” in stores
  • icon
    Fashion15 September, 2023
    H&M Group flatlines this summer
Follow RetailDetail
  • socialFacebook
  • socialTwitter
  • socialInstagram
  • sociallinkedIn
footer-logo
RetailDetail, the leading b2b-retailcommunity in the Benelux, keeps retail professionals up-to-date by means of online & offline publications, retail events, inspiring retail hunts and the unique co-creation platform retailhub, where retailers and their suppliers can experience the future of shopping.
RetailDetail Mailing Address:
Kolveniersstraat 7, bus 26 
2000 Antwerp
Visiting address:
Stadsfeestzaal – Meir 78 
2000 Antwerp
How to reach us:
Directions
© 2023 RetailDetail
general conditions | privacy policy
+32 3 500 89 59 info@retaildetail.be
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies.
Accept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT