Hello.

Welcome to Not What It Seams: a free, monthly newsletter that unpicks the latest in fashion, sustainability and greenwashing.

As the sustainable fashion movement gains momentum, it can feel impossible to keep up with the latest innovations, controversies and greenwashed campaigns. That’s why I post monthly updates that dive deeper than the PR-friendly headlines.

So, what can you expect?

Every month, I send out:

  1. Unfiltered hot takes on the latest news, brand announcements and debates.

  2. A curated news roundup.

  3. A breakdown of greenwashed ads and campaigns.

About the author

Hi, I’m Mel, an ethical fashion writer, consultant and digital marketer and the author behind Not What It Seams.

From first-hand experience, I know how difficult it can be to navigate the language of sustainability. The movement’s rising popularity has introduced a lot of confusing terms, trends and misconceptions. I created this newsletter to help you read between the lines, demystify the language of sustainability and properly hold brands to account.

Stay up-to-date

If you sign up, you won’t have to worry about missing a thing. Every new edition of the newsletter goes directly to your inbox and is also available to view on the web.

If you like what you see, please share it with your friends. Every like, comment and retweet helps me in my mission to make sustainable fashion just that little bit more accessible.

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