Kim Kardashian‘s shapewear and clothing brand SKIMS courted new controversy after it was recently accused of ‘greenwashing’.
Greenwashing, also known as ‘green sheen’, is a marketing term, in which corporations deceive consumers into thinking their products and organisation policies are environmentally friendly.
SKIMS has been accused of this practice after its packaging was found to not match with the environment-conscious efforts it claims to undertake, especially with regard to plastic.
According to a report in The Independent, an investigation by Changing Markets Foundation found “no evidence” in support of the environmentally-conscious claims made by the popular brand, which focuses on body positivity and inclusivity, and practises inclusive sizing.
Interestingly, SKIMS products are delivered to customers in a “film packaging” that reads in bold, black lettering: ‘I AM NOT PLASTIC’.
(Photo: Getty/Thinkstock)
“I am compostable, made from plants. I will biodegrade in your home compost and in an industrial compost facility,” it adds. According to Changing Markets Foundation, however, the packaging lists an additional number ‘4’ logo, which contradicts its claims.
What does it mean?
Changing Markets Foundation, which is a non-profit organisation with a “mission to expose irresponsible corporate practices and drive change towards a more sustainable economy”, explained that triangular logo — a recycling symbol — inside which the number ‘4’ appears, indicates that the packaging is made from type-4 plastic, or low-density polyethylene (LDPE).
“While this packaging might decompose in practice, as claimed, it is completely misleading to say that it is not plastic,” the foundation said, as mentioned in the Independent report.
Interestingly, Good On You, another platform evaluating ethical and sustainable practices of brands awarded SKIMS the ‘We Avoid’, which is said to be the lowest score, explaining that the brand failed to “disclose information about its commitment to sustainability throughout its supply chain”.
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FAQs
Essentially, SKIMS is greenwashing, which is when businesses spend more time and money to achieve the image of being sustainable than on actual concrete actions to reduce their negative environmental impact.
What are the Skims allegations? ›
As stated, Kardashian's SKIMS company was accused of violating the privacy of its customers by a female user from California. The plaintiff described herself as "a consumer privacy advocate who works as a tester." In her lawsuit, she accused SKIMS of secretly accessing her device after she visited the website in 2023.
Is Skims packaging biodegradable? ›
Kim Kardashian's SKIMS has taken a bold step towards eco-friendliness by using FSC recycled paper boxes and compostable, eco-friendly bags instead of plastic and non-recyclables.
What percentage of Skims does Kim Kardashian own? ›
Key Takeaways. Kim Kardashian's shapewear brand, Skims, is now worth $4 billion. Kardashian has a net worth of $1.7 billion—up from $1.2 billion—thanks to Skims, in which she has a 35% stake.
Is Skims packaging sustainable? ›
SKIMS uses misleading marketing to present the company as sustainable. Their claims in regards to packaging is an example of greenwashing. On the official SKIMS website, the company claims that they've “removed all plastic and non-recyclable materials” from the packaging and replaced them with biodegradable bags.
Is Kanye West part owner of Skims? ›
His current fortune includes cash, real estate, the value of his music catalog and a 5% stake in his ex-wife Kim Kardashian West's shapewear brand Skims.
Is Skims bad for the environment? ›
A fashion accountability report finds that SKIMS is potentially worse for the planet than Shein. In clothing industry 501(c)3 nonprofit Remake's "Fashion Accountability Report," published on March 6, 2024, SKIMS was awarded a giant goose egg of a score: Zero out of maximum 150 points.
Why is Skims a bad brand? ›
These sentiments were shared by another Reddit user, who argued that the “Fits Everybody bra changed so much … the straps are hard and stiff and the bra is just beyond uncomfortable.” Likewise, the brand's customer service was criticised after shoppers experienced missing and cancelled orders.
What is greenwashing sustainability? ›
Greenwashing involves making an unsubstantiated claim to deceive consumers into believing that a company's products are environmentally friendly or have a greater positive environmental impact than they actually do.
What are the weaknesses of Skims? ›
Weaknesses - Releasing small collections at a time: releasing small collections at a time sells less products. Everyone gets excited for the new collection dropping but not everyone can buy the product. - Famous owner: having a famous owner can also become a bad thing for a company.
Kim Kardashian is considered short for a woman at 1.57m, her height. She has however continued to be a fashion icon and a representation of beauty for many despite her height. Kim has recently been honest about her difficulties with her weight and disclosed that she weighs roughly 120 lbs (54.4 kg).
Which Kardashian is richest? ›
Leading the pack is none other than Kim Kardashian, whose entrepreneurial prowess has propelled her net worth to staggering heights. With a fortune estimated at $1.7 billion, Kim's empire extends far beyond reality television, encompassing ventures such as SKIMS, her shapewear and clothing brand.
How much does Kanye get from Skims? ›
The new funding brought the company's valuation to $4 billion, which reportedly made the reality star $500 million richer. According to Forbes, the number is based on “estimates that Kardashian owns at least a third of the company.” Back in 2022, Forbes also reported that West has a 5% stake in Skims.
Is Skims socially responsible? ›
SKIMS aims to uphold the highest social and environmental stewardship standards while fostering positive relationships with our stakeholders. SKIMS is committed to full compliance with all applicable laws, regulations, and industry standards pertaining to labor, human rights, and environmental practices.
(Photo: Getty/Thinkstock)