Boohoo

In a beginning of sorts after being pushed to the wall by the principal competition regulator in the UK, three major brands—ASOS, Boohoo and George at Asda—have inked formal agreements to use only accurate and clear green claims.

The official UK watchdog has expressed concern at the way three fast fashion chains are marketing their products to customers as eco-friendly, and said that it will examine environmental claims across the fashion retail sector to determine whether or not businesses are complying with consumer protection law.