"Nothing is 100% ethical" — Greenwashing and Biodynamic Cotton with Roberto Crivello

What’s in this one

Roberto founded Science of Apparel and later bought Isaora, and he will not say “sustainable.” His objection is that the dictionary definition — able to maintain a certain level — commits a brand to nothing. He wants “ethical” and “positive impact,” because those two you can be held to.

So this one is less about the inbox than usual. It’s about what a brand is actually promising when it says “conscious”: the decision matrix he runs with Fortune 500 clients, the one client whose packaging was ethical down to everything but the metal hang-tag clip, and the biodynamic cotton he says uses 70–80% less water than conventional.