Three of Europe’s fast fashion heavy hitters have been accused of “greenwashing” their latest lines.

Three of Europe’s fast fashion heavy hitters have been accused of “greenwashing” their latest lines. The U.K.’s watchdog agency, the Competition and Markets Authority (CMA), is investigating Asos, Asda and Boohoo over claims that the three companies may have misled consumers with false environmental claims. The CMA said that eco-friendly language used by the retailers was “too broad and vague,” and that they didn’t provide enough evidence to support the claims implied in the names of their clothing collections, such as the ‘Responsible edit’ from Asos, Boohoo’s ‘Ready for the Future’ range, and Asda’s ‘George for Good.’ Young Europeans are generations of activists, and climate change is a top issue they’re passionate about, which is creating pressure for fast fashion brands to become eco-friendly. While this has pushed many brands to launch eco-initiatives, others are falsely marketing their environmental impact—a.k.a. “greenwashing”—to reach young consumers. (The Independent)