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Hard Questions

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It's no secret that the fashion industry's jumped full-force onto the eco-friendly bandwagon, but DNR's wondering how long that "dedication" to saving the earth will really last: "Most basically, can an industry that thrives on disposable seasonal trends and the conspicuous consumption of status labels genuinely align its core values with the environmental ideals of moderation and conservation? After the hype around eco-chic subsides, will an industry that discards fads faster than you can say 'trucker hat' remain committed to the arduous task of greening supply chains? And with consumers increasingly aware of 'green washing'—i.e., false or misleading environmental claims—how do apparel companies effectively market their eco-fashions and burnish their environmental cred without garnering an eye-roll from shoppers?" Um: no, maybe, dunno. [DNR]