Meet the PR exec who quit fast fashion to clean up clothing - Positive.News

2 months ago 26

Hamilton, who is based in London, joined Vaayu as head of communications in February. Now working at promoting the startup, which raised $1.57m (£1.16) in seed funding in 2021, Hamilton feels energised by signs the industry is finally – albeit slowly – becoming more environmentally conscious.

However, greenwashing remains rife: a study of the websites of 12 of the biggest British and European fashion brands, including Asos, H&M and Zara for example, found that 60 per cent of the environmental claims could be classed as ‘unsubstantiated’ and ‘misleading’. But companies are beginning to respond to shoppers’ demands for more transparency, she believes.

I don’t think people realise the agency – and impact – they can have as an individual

While her job switch happened organically, Hamilton doesn’t believe it’s always necessary to make such a big move to bring about change. She suggests arming yourself with knowledge, and finding chances to advocate for change where you are.

“If it feels disheartening, be a catalyst in helping to point out hotspots for action,” she suggests. “What is the company already doing that could be built upon? I don’t think people realise the agency – and impact – they can have as an individual.”

Main image: Helena Dolby

This article is the final in our ‘job swap’ series. In recent weeks, Positive News has been profiling individuals who swapped high-carbon careers for environmentally minded jobs.

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