Kourtney Kardashian wasn’t informed that fast fashion is never sustainable, and now The Kardashians star is being called out for her collaboration with fashion brand Boohoo. The company is a fast-fashion brand similar to Shein but with higher prices. Brands like this have been called out many times for overproducing cheap clothes while underpaying the workers who are making the clothes. While Kourtney considers herself environmentally aware, fans have seen many holes in her activism. Recently, Kourtney and her younger sister Kim Kardashian made the list of celebrities violating California’s water usage restrictions. The news came less than a month after Kylie Jenner’s private jet controversy.


Boohoo announced its collaboration with Kourtney on September 6, just in time for New York Fashion Week. The brand claims the collection is heavily focused on sustainability, but unfortunately, many Instagram users flooded the comment section calling out the company’s hypocrisy. The collection will launch on September 13, but from the public reaction, it may not sell as well as expected. Fans have mocked Kourtney many times in the past for encouraging her followers to care about the environment, only to contradict herself by flying on a private jet and owning an abundance of cars.

The latest backlash against the star comes from a popular vintage shop owner who was not pleased about Kourtney’s fashion collaboration. Popular Instagram page shrimptoncouture, run by Cherie Balch, took to her Instagram story to call out the Boohoo and Kourtney collab. “Fast fashion is not going f***ing green,” she wrote, calling the collaboration, “such greenwashing.” The term refers to big companies and corporations that deceive their consumers, making them believe they are environmentally friendly when they are, in fact, not. Cherie went on to criticize companies that produce “billions of cheap garments” but do not fairly pay the workers who are making the products.

The vintage shop owner then accused Boohoo of getting anyone to do a collab with them just by paying them enough. Along with other environmentally friendly endeavors, Kourtney claims to be 90 percent vegan and uses her wellness brand Poosh to promote mindful eating. The Kardashians star even has an article on the website about her favorite vegan foods for fans to try. Unfortunately, fans have pointed out many violations in the past and don’t believe she truly cares about healing the Earth.

Anyone can call themselves an environmentalist, but it seems Kourtney is definitely no Greta Thunberg. If she truly cares about the environment like she claims to, her actions need to start matching her Poosh blog posts. She really should have thought her Boohoo collaboration through before signing on to the deal. At this point, it’s unlikely Kourtney will be convincing any more fans of her environmental pursuits, so unless The Kardashians star has a plan to turn this controversy around, she might as well drop the act.

This content was originally published here.


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