# Fraudulent Fashions The H & M Organic Cotton Line is Fake By Luisa Amanda Gomes | Published 2010-01-26 | Celebs Source: Trend Hunter, https://www.trendhunter.com/trends/h-m-organic-cotton References: [fastcompany](http://www.fastcompany.com/blog/ariel-schwartz/sustainability/why-hm-selling-fake-organic-cotton) [H&M](https://www.trendhunter.com/trends/hm-2) Organic cotton line may prove to be no more ethical and green as anything mass produced at a Wal-mart. The fast-fashion chain has been foisting their organic cotton as certified, but that is not the case at all. The German Financial Times found that their [Organic Cotton line](https://www.trendhunter.com/trends/organic-cotton) was contaminated with genetically modified cotton. So, that overall feeling of well-being and goodness whenever you had purchased a [organic cotton tee](https://www.trendhunter.com/trends/natura-collection) from Swedish clothing company can now go down the drain. Along with their credibility. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Activity: 39% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Key Themes Behind This Trend - **Contaminated Organic:** Disruptive innovation opportunity: Developing advanced testing methods to ensure the authenticity of organic products. - **Ethical Fashion:** Disruptive innovation opportunity: Creating sustainable and transparent supply chains for the fashion industry. - **Consumer Awareness:** Disruptive innovation opportunity: Building platforms that empower consumers to make informed decisions about the products they purchase. ### Where This Applies - **Fashion Retail:** Disruptive innovation opportunity: Implementing blockchain technology to trace the origin and authenticity of clothing items. - **Genetic Testing:** Disruptive innovation opportunity: Developing genetic testing services to detect and verify the presence of genetically modified organisms in consumer products. - **Sustainability Certification:** Disruptive innovation opportunity: Establishing independent certification bodies to authenticate eco-friendly claims made by companies. ## Related on Trend Hunter - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Sustainable Dairy-Branded Apparel](https://www.trendhunter.com/trends/organic-valley-2.md) - [Ethical Premium Bedding](https://www.trendhunter.com/trends/linen-reform.md) - [Organic Cotton Bedding Lines](https://www.trendhunter.com/trends/yumeko.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Organic Cotton Essentials](https://www.trendhunter.com/trends/organic-cotton.md) - [Climate-Friendly Premium Bedding](https://www.trendhunter.com/trends/sustainable-luxury-bedding.md) - [Organic Cotton Denim Capsules](https://www.trendhunter.com/trends/icon-denim-la.md) - [Eco-Friendly Biker Boots](https://www.trendhunter.com/trends/the-kneehigh-biker-boots.md)