Michael Kors retails its organic cotton and recycled polyester women’s zip-up hoodies for $25 more than its conventional cotton hoodies. Urban Outfitters sells organic sweatpants that are priced $46 more than an equivalent pair of conventional cotton sweatpants. And Tommy Hilfiger’s men’s organic cotton slim-fit T-shirt is $3 more than its conventional counterpart.
“This product contains independently certified organic cotton grown without chemical pesticides, chemical fertilizers and genetically modified seeds,” the product description reads.
With the fashion industry trumpeting its sustainability commitments, those labels are both a means of value signaling and a lure to consumers willing to pay more to act better.
There’s only one problem: Much of the “organic cotton” that makes it to store shelves may not actually be organic at all.