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No New Plastic campaign

Everlane’s campaign that celebrates water bottles as a viable material for clothing promotes a false solution in an attempt to green the brand’s image.

Their assertions around recycled bottles fail to account for the full life cycle of synthetic clothing. The adverts suggest that using only recycled bottles for polyester will prevent more plastic from leaking into the environment, yet because polyester cannot be recycled more than once, synthetic clothes also end up as plastic pollution at the end of life. In fact, in Europe, more plastic pollution comes from clothing than from beverage containers. This campaign fell under the investigation of the US National Advertising Division.

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