Breaking AI & Tech News Analyzed

The Great Greenwashing: When Sustainability Meets Fast Fashion It was always about the money, wasn't it? For a while there, it seemed like the execs opining "sustainability is not a trend, it's the future" actually meant it. But when yet another global brand drops its net zero goals or stops talking about DEI, you do wonder. Recent headlines include Stella McCartney adulterating her eco gloss with a sustainable capsule collection for H&M; – don't worry, she's just "infiltrating from within" – and Lululemon being investigated for PFAS. The letdowns keep coming. The Everlane-Shein Merger: A Collision of Ideals Now the internet is reeling from a report that Shein plans to acquire Everlane, the San Francisco-based sustainable basics brand built on "radical transparency". Shein is the Chinese ultra-fast fashion giant epitomising murky supply chains and crazy-cheap landfill fashion. They release up to 10,000 styles a day, and have been making headlines of their own over secrecy and alleged links to forced Uyghur labor. Fashion reporter Lauren Sherman reported the acquisition plans this week, though neither Shein nor Everlane have confirmed. Everlane appears to be losing money fast. After layoffs in 2020 and 2023, the brand confirmed in April it was closing its San Francisco office. The Financial Calculus Behind Sustainable Fashion's Fall According to Sherman, Shein sees value in the brand's supply chain and was the only one willing to stump up the US $100m asked by Everlane's majority owner, private equity giant L Catterton (which is backed by LVMH, and owned RM Williams before Australian billionaire Andrew Forrest bought it in 2020). Shein can afford it – last year, their sales topped £2bn in the UK and $1.5bn in Australia. For my money, I bet it's not just the practical capabilities of the supply chain that interests Shein, it's the story. They could use a green glow-up. The Shifting Landscape of Ethical Fashion The Everlane tragedy follows last month's Allbirds comedy. Another publicly listed sustainable fashion company driven by Silicon Valley hype, Allbirds has given up making sneakers out of carbon neutral materials in order to flog AI. The surprise pivot came with a name change – NewBird – and a cynical cash grab. The old bird had been leaking money; the new one sent stock surging 600%. I visited Allbirds HQ the same year I interviewed Preysman. We discussed their B Corp journey, material innovation and how co-founder Joey Zwillinger reckoned "at the end of the day, people don't buy sustainable products, they buy great product experiences". I titled the podcast episode 'The Eco-Awesomeness of Allbirds – Sustainable Shoes for Changemakers'. The Future of Sustainability: Beyond Greenwashing So how do we navigate this moment? Accept it: sustainability is not hot right now. OK! This was never meant to be a popularity contest. The movement needs to get back to basics. Circularity won't save us – we must focus on workers' rights and the just transition. Have hard conversations about overproduction. Dismantle consumerism as the dominant narrative and define a properly radical approach to system change. You can't take the politics out of this, but why would you want to? As the last few months have shown us, when sustainability becomes purely about the business case, it stops meaning anything at all.

Stella McCartney, a renowned luxury fashion designer known for her commitment to sustainability, has partnered with Swedish retail giant H&M; to launch a new eco-friendly clothing collection. The collaboration, set to hit stores in May, aims to make sustainable fashion more accessible to a wider audience. The collection includes a range of stylish pieces, such as a 'Rock Royalty' T-shirt (£37.99), a grey oversized pinstripe blazer (£259.99), and matching trousers (£139.99) made from wool that meets responsible wool standards. A vegan version of her iconic Falabella bag will also be available for £189.99, crafted from recycled polyamide to reduce dependence on fossil fuels. McCartney emphasized her desire to break down barriers in the fashion industry, stating, 'I hate how elitist the fashion industry is. I want a younger and wider audience to have access to my stuff.' The collection's focus on sustainability is reflected in its use of eco-friendly materials, such as beads made from 80% recycled glass and a python-effect jacket crafted from plastic derived from recycled vegetable oil and agricultural waste. While some critics have accused McCartney of 'greenwashing' by collaborating with a fast-fashion brand like H&M;, which produces 3 billion garments annually, McCartney defended her decision, saying it's better to 'infiltrate from within and have conversations with people who are like 'the devil' in a sense and then try to change them into a more conscious way of working.' This collaboration marks McCartney's second effort with H&M;, following a successful partnership 21 years ago. The collection's emphasis on transparency is evident in the swing tags on each piece, which will disclose the materials used. By working together, McCartney and H&M; aim to promote sustainable fashion practices and make eco-friendly clothing more mainstream.

On a cobbled lane in Belfast’s Cathedral Quarter, the Kindred of Ireland boutique draws shoppers with oversized butter‑yellow linen blouses and Donegal mulberry tweed jackets accented by rose‑pink linen bows, signalling a fresh commercial pulse for a fabric that once defined the city.Linen earned Belfast the nickname “Linenopolis” when, at its height, the industry employed about 40% of Northern Ireland’s workforce. After a post‑war collapse, the trade faded, but today it is re‑emerging as a marker of local identity and sustainable fashion.Designer Amy Anderson, whose grandmother worked as a mill‑hand in Moygashel, says the fibre remains deeply personal for many families. Her modern, Japanese‑inspired silhouettes rely on linen’s natural structure to balance avant‑garde volume with comfort.Reviving a near‑extinct industry is daunting, yet Belfast’s history of turning adversity into opportunity—exemplified by the Titanic Quarter’s tourism boom—has attracted an eclectic coalition of supporters. Among them are former blacksmith Charlie Mallon, who has converted his 150‑year‑old Magherafelt farm into a regenerative flax operation, and fashion heavyweight Sarah Burton, former creative director of Alexander McQueen.Mallon’s restoration of heritage machinery aims to keep flax “field‑to‑fibre” in Ireland, preserving the long fibre length that makes linen less prone to creasing. He contrasts this with most modern linen, which is “cottonised” in China, shortening fibres and increasing wrinkles.Burton’s two‑day field trip to Northern Ireland inspired the spring 2020 Alexander McQueen collection, featuring a beetled linen gown with a pearl‑like sheen that debuted on the Paris runway.In autumn, the Prince and Princess of Wales visited Mallon Farm, expressing a rare interest in sustainable fashion and regenerative agriculture. The Princess, who usually avoids media focus on her wardrobe, asked detailed questions about the Andersons’ brand, underscoring the royal endorsement of Belfast’s textile renaissance.The city’s fashion resurgence is also celebrated at the Ulster Museum’s “Ashes to Fashion” exhibition, which juxtaposes historic silk ballgowns with contemporary pieces by Irish designers, including Kindred of Ireland.Looking ahead, Kindred of Ireland plans a temporary boutique in central London, building on a successful six‑week Mayfair pop‑up that the brand describes as “commercial rocket fuel.” The Andersons note that Northern Irish firms benefit from full access to the UK market while still aligning with certain EU single‑market rules under the Windsor framework, offering a strategic advantage for product‑focused businesses.

Allbirds, the sustainable trainer brand from San Francisco, has been sold to American Exchange Group for $39m (£29.6m). The brand was once valued at over $4bn but struggled to maintain demand for its wool-based footwear.The company's value tumbled by more than 99% since its listing on the US stock market in 2021. Allbirds had enjoyed rapid success in its early years, selling over 1m pairs of its original merino wool trainers in the first two years after its launch in 2016.Celebrities such as Leonardo DiCaprio, Oprah Winfrey, Gwyneth Paltrow, and Barack Obama were early adopters of the brand. However, the company's success was short-lived, and it eventually slipped into losses as competition intensified from eco-focused rivals.Neil Saunders, managing director of GlobalData, described Allbirds' downfall as going from 'a high flyer to a dead parrot.' The company's co-founder, Tim Brown, and engineer Joey Zwillinger had launched Allbirds amid growing interest in sustainable fashion.The takeover follows a sharp fall in sales in the third quarter of 2025, with a 23% decline to $33m and a $20.3m loss. Allbirds had been steadily closing stores since 2023 and announced the closure of all but two of its remaining 20 US stores.Joe Vernachio, CEO of Allbirds, stated that the next chapter for the brand will 'build on the foundational work already completed and set up the brand to thrive in the years ahead.'