Kourtney Kardashian Barker has partnered with fast fashion giant Boohoo as their ‘Sustainability Ambassador’. That’s right, the same California-living Kourtney Kardashian Barker that used 245 percent of her allotted water budget in May for her $8 million Calabasas home, making it the fourth month she went over. The announcement has shocked environmental activists who know that Boohoo and fast fashion in general, will never be sustainable.

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Kardashian and Boohoo will team up to release 45 limited-edition pieces of clothing made from “recycled fibers, traceable cotton, recycled sequins and recycled polyester” along with “transparent practices for shoppers who want to learn more about the apparel” that will reportedly be priced between £5 to £75 (around $6 to $86). After a booming year in sales, the company has plans to expand more into the US market. The Kardashian joint collection will be launched during fashion week.

Boohoo is one of the biggest fast fashion retailers in the UK, and their practices are entirely inhumane and horrible for the environment. They have been found to pay their workers in Pakistan as little as 33 cents an hour in unsafe working conditions. Boohoo was named one of the least sustainable fashion brands by the UK Parliament’s Environmental Audit Committee in 2019. They have even been found to be paying Leicester garment workers £3.50 an hour. The Guardian reported that the fashion giant uploads an average of over 700 different poorly-made items to its website every week.

Just this July, the UK’s Competition and Markets Authority (CMA) announced that Boohoo was under investigation for “greenwashing“. The company is accused of exaggerating and providing false information regarding its sustainability claims.

In the press release regarding the partnership, Kardashian said that she may have been skeptical at first as well.

“When boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet. Boohoo responded with excitement and a desire to incorporate more sustainable practices into our line. It’s been an enlightening experience speaking directly with industry experts.”

“I’m grateful for the opportunity to use my platform to drive conversations that lead to ongoing change and use my voice to share actionable tips with consumers on how we can play our own part. There’s still lots of work to be done and improvements to be made, but I truly believe that any progress we can make when it comes to sustainability is a step in the right direction and will open up the conversation for future advancements.”

The company made numerous vague claims in the press release regarding how many pieces would contain recycled fibers and other unclear nonsense. One thing is for sure, though, Kardashian’s collection will only make up less than one percent of the clothes available on Boohoo. This collection of 45 pieces will virtually do nothing. It is simply not possible to make Boohoo sustainable, and it won’t ever be at the rate they are going.

The fashion industry has a large carbon footprint and accounts for 10 percent of global human-emitted greenhouse gasses. The environmental impacts of the fashion industry are in addition to the numerous human rights concerns regarding the treatment of textile workers in factories across the globe.

By purchasing or renting a gently used item, you’re helping to keep things in circulation that would have gone into a landfill. Thrifting is the ultimate way to live out the slogan, “Reduce, Reuse, Recycle!” Whether you’re picking up a gently used outfit for that party this weekend or some glass vases to do some DIY magic with, the local thrift shop and secondhand clothing sites have you covered.

Movements toward biodegradable fashion are pushing for environmentally-friendly dyes and alternative fabrics that do not take hundreds of years to decompose. Comprehensive changes in the fast fashion industry can help end sweatshops and exploitation work practices, heal the health and environments of communities where garments are produced, and also aid the global fight in mitigating climate change.

We need to preserve our planet! 13 million tons of clothes end up in our landfills and fast fashion has changed the way that we think about clothes. It’s always best to recycle clothes and go to second-hand or thrift stores when looking for new clothing. The recent boom in secondhand clothing is reducing fashion’s impact on the planet and showing that secondhand shoppers are eco-conscious and savvy, not just “hipsters”!

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