23/11/2025

ON SUNDAY November 23, 2025 theSunday Special XI

Meanwhile, the Department of Statistics Malaysia recorded a steady increase in KRXVHKROG FRQVXPSWLRQ H[SHQGLWXUH RQ clothing and footwear – a clear signal that fashion plays a significant role in local consumption habits. For Najah, awareness is key. “When brands make sustainability claims, ask for proof. Are they sharing lifecycle data? Do they disclose who made the clothes and under what conditions? If the answers are vague or absent, that’s a UHG ÀDJ “We often talk about sustainability in terms of climate impact, environmental degradation or resource use – but that’s only part of the picture. Sustainability is multi-dimensional. It includes human rights, fair pay and safe working condi tions. If those elements are missing, then it’s not sustainable at all.” The problem with ‘sustainable’ fashion labels One of the biggest issues with greenwash ing is the lack of universally accepted definitions. The term sustainable can mean anything from using organic cotton WR R̆ VHWWLQJ FDUERQ HPLVVLRQV ± EXW WKHVH practices vary widely in impact. “Most consumers don’t realise that sustainability is a spectrum. A brand PLJKW XVH VXVWDLQDEOH IDEULFV EXW H[SORLW cheap labour. Or they might cut waste but PDVV SURGXFH KXQGUHGV RI )DVKLQ¿GHOLW\ which started as a blog and later evolved into a platform with educational resources, interviews and event coverage, aims to make these nuances accessible. Najah EHOLHYHV HGXFDWLRQ LV WKH ¿UVW VWHS WRZDUG action. “I want people to go beyond the surface. Don’t just buy something because the tag says it’s eco. Ask what’s behind that claim,” she said. For brands genuinely trying to improve, WUDQVSDUHQF\ LV WKH ¿UVW VWHS 1DMDK HQ courages fashion companies to publish their supply chain partners, share data on production volumes and commit to WKLUG SDUW\ FHUWL¿FDWLRQV “But transparency isn’t the end goal – it’s the starting point. Once you’ve shared the information, you need to show how you’re improving year on year,” she said. She also warns against “capsule green collections” – limited eco-friendly lines used to distract from an otherwise unsus tainable operation. “If 95% of your business is still fast fashion, then a small sustainable collection doesn’t absolve you. It’s performative,” she said. What can consumers do? Najah is clear that the onus shouldn’t fall entirely on individuals, but there are steps consumers can take to avoid falling for greenwashing. Start by reading labels critically. “If a garment claims to be sustainable, look for VSHFL¿FV :KDW LV LW PDGH RI" :KHUH ZDV it produced? Are there any third-party FHUWL¿FDWLRQV OLNH *276 RU 2HNR 7H["´ she said. Consumers should also shift their mindset from newness to longevity. “Ask \RXUVHOI :LOO , ZHDU WKLV WLPHV" 'RHV it work with other items in my wardrobe? Can I repair it if it breaks? If this wasn’t on sale, would I still buy it?” Thrift shopping, renting or borrowing clothes for special occasions and learning

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Najah also calls out fashion media and LQÀXHQFHUV ZKR XQFULWLFDOO\ UHSHDW EUDQG narratives. “When the media regurgitates press releases without investigation, it reinforces the greenwashing problem. We need more fashion journalists to ask hard questions.” Sustainable fashion’s uncomfortable truths and its future Najah doesn’t shy away from calling out contradictions in the industry. “I don’t claim to be perfect. The fashion industry is deeply entrenched in systems RI FDSLWDOLVP FRORQLDOLVP DQG H[SORLWDWLRQ To truly address sustainability, we have to talk about these structures,” she said. This intersectional approach is part of what sets Najah apart in the sustainability world. She views fashion not as an isolated LVVXH EXW DV D UHÀHFWLRQ RI EURDGHU VRFLDO economic and environmental systems. “There’s a growing wave of people asking questions. Consumers are smarter.

WR VHZ RU PHQG DUH SUDFWLFDO ZD\V WR H[WHQG a garment’s life. Najah also encourages Malaysians to support local tailors, artisans and busi nesses with transparent practices. “It’s not about perfection. To me, it’s about how I FRQVXPH GL̆ HUHQWO\ ´ When asked about the role of policy, 1DMDK LV ¿UP LQ KHU EHOLHI WKDW JRYHUQ ments and media must step up. “In countries like France and the EU, laws are being introduced to penalise companies that greenwash or mislead consumers. Malaysia has yet to catch up. “Who polices consumer rights in Ma laysia? The Domestic Trade and Cost of Living Ministry is the leading authority, supported by the Tribunal for Consumer Claims, to handle individual complaints. “They need to do a blitz. The Australian Competition and Consumer Commission has recently investigated greenwashing

DFURVV YDULRXV LQGXVWULHV LQFOXGLQJ WH[ - tiles, cosmetics, electronics, food and the automotive sector. It found that cosmetics and personal care had the most issues DERXW IROORZHG E\ WH[WLOHV DQG IRRG DQG EHYHUDJHV ´ S KH IXUWKHU HODERUDWHG “The sweep revealed eight main types RI SUREOHPDWLF FODLPV 9DJXH RU XQFOHDU terms (green, eco-friendly), lack of sup SRUWLQJ HYLGHQFH XQTXDOL¿HG RU DEVROXWH claims (100% plastic-free), misleading FRPSDULVRQV H[DJJHUDWHG EHQHILWV RU omitted information, aspirational goals without actionable plans, misuse of WKLUG SDUW\ FHUWL¿FDWLRQV DQG XVH RI YLVXDO imagery that implies false eco-credentials. “There’s a real need for a regulatory body or clear labelling guidelines here. Without enforcement, we’re relying on brands to police themselves and that’s risky.”

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