Worse than greenwashing? Lack of or poorly communicated sustainability
At the recently concluded Milano Unica trade fair_ 735 exhibitors showcased their new products for autumn/winter 2026/27. What about companies_ progress in terms of sustainability? “Yarn manufacturers have invested heavily in sustainability and made great progress_” Giusy Bettoni_ founder and CEO of Class_ told FashionUnited.
Class_ an acronym for Creativity Lifestyle and Sustainable Synergy_ is an international eco-hub based in Milan. Since 2007_ it has been promoting a new generation of fashion in which the fusion of design_ innovation_ communication and responsibility creates a conscious and competitive business that can operate on both an economic and social level.
Eco-hub Class CEO: as we started almost 20 years ago_ we were sustainability outsiders
“As we started almost two decades ago_ we were the sustainability outsiders_” jokes Bettoni. Much has changed since then.
“Many manufacturers have carried out a life cycle assessment to evaluate the environmental impact of a product throughout its entire life cycle_” adds Bettoni. They have prepared themselves to enter the market with a brand story_ from fibre to finished garment_ that is understandable for consumers. Sustainability_ that is_ the individual aspects of it_ from impact to material_ from recycling to the production process_ must be well explained and communicated.
“It is important to focus on competitive communication_” Bettoni emphasises. “In many cases_ however_ despite considerable progress in both technologies and investments and certifications_ communication has remained at the level of the 1980s.”
Class: acronym for Creativity Lifestyle and Sustainable Synergy
The paradox is that the big players in fast fashion have positioned themselves well in this respect and manage to enter the market with good storytelling. It goes without saying that Made-in-Italy companies cannot use the same language as these fashion groups_ which they_ not even too tacitly_ try to fight.
In short_ to say that one manufactures in Italy_ without explaining this concept precisely_ clearly_ simply_ concretely and concisely_ is of little help and benefits neither fashion nor the supply chain. Hiding behind economic difficulties and uncertainties to say that the priorities in the company are different makes no sense to Bettoni. “People must be at the centre_ because that is what we are talking about when we refer to sustainability_” says Bettoni.
“But the worst thing is when you have a green product_ but the storytelling is zero_” adds Bettoni.
Familiarity with the communication of next-gen products is an indispensable cultural factor_ and Class makes every effort to support companies on this front as well. “There are four fundamental dimensions that we prioritise at Class: design; innovation (the material must have very specific performance characteristics); but also responsibility with regard to the impact on people_ seas and animals; and sustainability. Communication is another dimension and a value_” Bettoni emphasises.
Aesthetics_ functionality_ look and feel remain fundamental characteristics of a fashion product. Today_ however_ this product acquires new meanings and values when external factors are combined with inner values. This is why Class has outlined ten values that are invisible to the human eye but indispensable for a next-gen wardrobe.
How to communicate the values of next-gen fashion
Ethics_ social initiatives_ traceability and transparency_ environment_ health_ circular economy initiatives_ design_ ingredients_ production_ dyeing and finishing are the values defined by InsideOut by Class. “This _bible_ is very important for the identity and value of the wardrobe_ but also for modern consumers who are increasingly confused in this regard_” explains Bettoni.
Ethics_ for example_ is defined as the commitment to respect every individual_ starting with_ but not limited to_ the legal aspects. The keyword is_ as mentioned_ respect: an indispensable value to go beyond and fully grasp this vision.
As for storytelling_ this value underlines the brand_s commitment to ensuring respect for each person and the communities and promoting fair working conditions and low environmental impact. Ethical brands act with integrity towards people and nature. Social initiatives_ on the other hand_ are positive and proactive actions or entire programmes that promote the well-being of communities and ecosystems and go beyond normal business activities.
Definition and storytelling of transparency and traceability
At the heart of the definition of transparency and traceability is the visibility of a brand_s activities and partnerships_ with detailed and publicly available information on the supply chain and its impact. Transparency that concerns the entire production cycle_ from the extraction of raw materials to the finished goods on the shelf_ not only explained but also fully documented.
The storytelling of this value_ according to Class_ is expressed in “clear and easily accessible communication about the brand_s activities_ material sourcing and production processes through a complete representation of a product_s life and history”. All this “means building trust through open information about the supply chain and operations_ from sourcing to delivery_ and enabling consumers to verify the origin and impact of their purchases through clear and transparent data to make a truly informed purchasing decision.”
What is used to manufacture a product_ including natural_ recycled and innovative raw materials_ is the definition of materials and production_ whose storytelling_ according to Class_ can be as follows: “This value takes into account the origin and quality of all materials and the companies involved. Sustainable brands select environmentally friendly materials from ethically responsible sources while ensuring quality_ performance and low environmental impact.”
What is production and how is it communicated?
InsideOut by Class uses production to refer to the processes and materials involved in production and their environmental footprint. “Ethical production guidelines are fundamental to sustainability. This value underlines the importance of low-impact production methods_ responsible sourcing and efficient use of resources throughout the production process_” it continues.
The calculation extends from the phases of raw material extraction for the product to its manufacture and distribution_ to its use and final disposal_ and reflects the environmental impacts associated with its life cycle.