Writing about sustainability in the fashion industry is my passion and focus 365 days a year, and so I’m always on the lookout for innovative brands trying to do things a little better. But come early March, the emails start arriving from brands that want to tell me about their soon-to-launch collections in honor of Earth Day on April 22: branded T-shirts made of organic cotton, hoodies made from recycled plastic and cotton, and sunglasses made of bio-based polymers. These efforts are the environmentalism equivalent of phoning it in.