shADe is an AI-powered web companion and form of digital protest that helps you see the truth past greenwashing advertisements on the web. 

Our goal is to allow consumers to make sustainable decisions in fashion while incentivising brands to invest in sustainable practices.

Greenwashing is now a marketing strategy in the fashion industry. Consumers buy garments advertised as ‘green’ or ‘sustainable’, but sometimes the sustainable branding does not translate to sustainable practices in the companies themselves. How might we allow consumers to easily recognise greenwashing, while also supporting brands that practice what they preach?

Digital marketing accounts for 66% of fashion brands’ marketing budgets. We can help consumers make more informed choices online.

shADe will be available for download soon. Get in touch with us here.

The team ~~

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