Boohoo, the faster fashion giant’s PR and marketing machine is very effective. On Thursday morning Boohoo CEO John Lyttle told BBC Radio 5 Live’s Wake Up to Money podcast that the company’s clothes “aren't throwaway” and that by next season 20 percent of its offering will be 'sustainable' rising to 100 percent by 2030.
To the casual listener, that sounds impressive. The retailer, which sells dresses for around £16, is clearly making an effort at taking responsibility for its impact on the planet.
While there is no formal definition of the word ‘sustainable’ or metric by which Boohoo’s efforts can be measured, any progress should be encouraged – especially at the budget end of the clothing market: It’s very hard to implement sustainable.
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