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Greenhushing is on the rise. What do fashion brands need to know?

As regulators and consumer critics crack down on greenwashing, many brands are muting their sustainability communications for fear of backlash. But retracting green claims altogether could have serious consequences for progress.
Greenhushing is on the rise. What do fashion brands need to know
Photo: BlackSalmon via Getty Images

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After years of greenwashing, fashion is moving in the opposite direction — but the industry is divided on whether it’s a welcome development, or one that will hinder progress as companies shy away from sharing their learnings.