Image source: g2

At the European E-Learning Institute (EUEI), we are proud to be part of the FAIR FASHION Erasmus+ project, which is redefining how fashion and textile education responds to the challenges of climate change, digital innovation, and ethical entrepreneurship.

A recent blog post written by our project partners from Hochschule Niederrhein (NUAS) — Alexandro David Dreyer Duarte and Prof. Dr. Sue Rossano-Rivero — explores a topic at the very heart of the project: how brands can go beyond surface-level sustainability and inclusivity to build genuine, values-driven identities.

Today, consumers — especially Gen Z and Millennials — are expecting more from the brands they support. Sustainability, inclusivity, and authenticity are no longer optional; they are expected. But as the NUAS team highlights, these words are often co-opted without substance. Greenwashing, tokenism, and “woke-washing” risk undermining real progress and eroding public trust.

The article explores:

  • Why consumers are prioritising values-aligned brands

  • How recent political shifts (including U.S. rollbacks of DEI initiatives) are testing corporate integrity

  • Common pitfalls like greenwashing, tokenism, and bluewashing

  • Real-world examples of brands doing it right — like German menswear label saendorn

  • How digital tools like blockchain and digital product passports can help bring transparency and trust into fashion branding

At EUEI, we see this conversation as essential to the FAIR FASHION mission. Through our work on the project’s Digital Toolbox and other open learning resources, we aim to help students, educators, and entrepreneurs understand the difference between performative branding and genuine social and environmental commitment.

This blog is a thought-provoking read for anyone working at the intersection of branding, sustainability, and education.

👉 Read the full article on the FAIR FASHION website:
Beyond the Buzzwords: Authentic, Inclusive & Sustainable Branding in Today’s Market
https://fairfashionproject.eu/beyond-the-buzzwords-authentic-inclusive-and-sustainable-branding-in-todays-market/

📌 Learn more about the FAIR FASHION project: www.fairfashionproject.eu
📷 Follow @fairfashioneu on Instagram
💼 Connect on LinkedIn: FAIR FASHION Project

Written by: Kathryn O’Brien, European E-Learning Institute (EUEI)
Original article by: Alexandro David Dreyer Duarte & Prof. Dr. Sue Rossano-Rivero (NUAS)