Kourtney Kardashian wants to make Boohoo's fast fashion sustainable. Spoiler alert: she can't | Niloufar Haidari

Good news for people who like to be lied to and wear clothes that smell of petrochemicals: Boohoo, a British fast fashion online brand that has grown rapidly in the US, announced that she will be partnering with Kourtney Kardashian to embark on a "sustainability journey".

The destination is unclear, but the "journey" will involve 46 limited edition garments made from "recycled fibers, traceable cotton, recycled sequins and recycled polyester" as well as "transparent practices for shoppers who want to know more about the garments".

Although still a small fish in the US fast fashion market, Boohoo are a fast fashion giant in the UK, which means their clothes are made from cheap and harmful materials for the environment, and that their employees in Pakistan are only paid 33 cents an hour. re to work in hazardous conditions. The result of this proven method of exploitation is an average of over 700 different poorly made items uploaded to their website each week, ready for the consumer to add to the cart for a quick hit of serotonin and a new outfit to download at Instagram on weekends.

After more than $1 billion in sales in the first fiscal quarter of 2021, Boohoo has aggressive plans to expand into the United States, with the Kardashian capsule collection to be launched at New York Fashion Week, the centerpiece of its US launch.

In July, the British Authority to Competition and Markets (CMA) announced that Boohoo was being investigated for "greenwashing", the practice of using inaccuracy or exaggeration to label something as sustainable or environmentally friendly. Their "Ready for the Future" line is the subject of particular scrutiny, which vaguely claims that items in this line "are made from more than 20% more sustainable materials", a claim essentially devoid of meaning made with little to no evidence.

< p class="dcr-kpil6a">Kardashian, the eldest sister of reality TV's first family, has spent the past few years building a personal brand before- trend-setting and health-obsessed: going vegan, cutting out coffee in favor of matcha, cutting sugar out of her children's lives (to ridiculous effect in an episode of Keeping Up with the Kardashians in which she tried to ban candy a Candy Land-themed children's birthday party). Her content and commerce lifestyle platform Poosh — “the modern guide to living your best life” — features healthy and quick lunch recipes from Kardashian herself, natural hangover remedies, skincare recommendations and a tour of the "High-Vibe Bedroom Sitting Area".

In the official press release, Kardashian herself admitted to some trepidation on the collaboration: "When Boohoo first approached me with this idea which was about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet," he said. she said, briefly sparking a glimmer of hope.

Unfortunately, she continued. “It was an enriching experience to speak directly with industry experts. There is still a lot of work to be done and improvements to be made, but I truly believe that any progress we can make on sustainability is a step in the right direction and will open the conversation for future advancements. Something tells me the enlightenment she experienced had to do with a paycheck and Kardashian's inability to turn down a lucrative opportunity. collection – which range in price from $6 to $100 – actually are. The official press release includes nonsense statements such as "41/45 contain parts that contain recycled fibers like recycled cotton [sic]" without any information on the percentage of recycled materials (Boohoo did not respond to repeat. ..