Let's talk about volume and why brands feel the need to hide it from us. If brands are selling millions of garments daily, that's not sustainable at all and a lot of brands are doing that on a planet that is drowning in clothes. How else do you become a billionaire? #Greenwashing

Every now and then I do a simple math exercise (god I hate math). These days when I go to brands websites, most of them legit give me the headache. The volume is staggering. But you don't recognize it when you're in the cycle of constant consumption (to which I was).

So let's look at some numbers. For reference I only looked at the women's section. Brands break up what they're selling, so this doesn't account for their entire production. But often the largest part. When I couldn't get an accurate number, I counted the dress styles.

Some brands won't give you a number for styles. I suspect this is on purpose because if you knew the amount of styles, you'd be at their door with pitchforks. But just looking at dresses for instance can give you an idea. It's sickening the amount of over production happening.

So first up, I looked at my favorite greenwasher H&M (UK site). Today in the women's section there's 5399 styles available. Of those styles 248 of those claim to be cOnScIoUs. That's 4% of their styles. That's why they're greenwashers.

They're greenwashers because we don't 5399 different styles. That number gives me a headache. Now with that number in mind, imagine how much is being sold daily. And that again doesn't account for men and children. That's just womens stuff.

I think went to Zara. Their website is a mess (probably on purpose) and if I were still there, I'd be counting all day. Couldn't get the total number of women's styles so I just went for dresses. Currently 1619 on offer. Their jOiN LiFe collection has 131 items.

These numbers are so high. No one needs that many of anything, sustainable or not.

Topshop currently has 4114 styles of clothing. Of that 40 are their cOnSiDeRed collection. That's less than 1% of what they're currently selling. Shameful. Also watch Greed, it's loosely based on Philip Green (no Sir for me).

I went to Uniqlo where they have no clear plan about sustainability but a bunch of floaty language surrounding their plans and social responsibility. It's piping hot bullshit. Next.

Boo Hoo loves to hide their numbers, their site only says 500+ garments (read THOUSANDS). I think if I counted all the individual products on these sites, it would take weeks. But perhaps I will. There is no clear information on Boo Hoos site about sustainability.

I visited The Gap's US site, where there were 2636 items in the women's section for sale. There were no clear items marked as sustainable but there was an organic cotton section for babies. (I mean I could take all day about organic cotton both yay and nay but I won't).

In The Style currently boasts 2600 items. There is literally nothing about sustainability despite them devoting an entire episode of their greenwashing tv show Breaking Fashion to claims of sustainability because they didn't throw away some bikinis

ASOS was the one where the numbers really blew my mind. Currently there are 14,005 dress styles for sale on ASOS. Let me say that again 14,000 dresses. I'm guessing their entire inventory of STYLES is well over 100,000. I just have a hunch.

These aren't sales, these are the amount of styles. If you're selling hundreds of each style a day that's numbers in the millions daily. DAILY. And that is why fast fashion is actually a humanitarian crisis (that builds billionaires). It's not pretty folks.

All of this information I've shared is right there in the open. We just haven't been looking at it. No brand that is sustainable is offering these numbers. That's why it's important for brands to completely open their books and stop hiding all the information.

Some sustainable brands I know are delighted if they get 10 sales in a day. That's considered a good day. We're talking millions of sales daily for a lot of the brands mentioned. Is it any wonder we're swimming in a sea of crap?

And keep in mind, January is a slow month. Production ebbs and flows. The numbers I've shared with you are probably LOW in comparison to when we're at peak production and not in a global pandemic. And that's why you should really consider this system and how we ALL get free.

If you're trying to get an idea for the size of a brand and the amount of damage they're contributing to the climate emergency, count the number of styles currently available ready to be shipped to your house. That's a massive indicator.