Redefining Transparency at Metamorphosis: A COSH! Conversation

At Berlin Fashion Week’s Metamorphosis series, industry leaders came together to discuss transformation, innovation, and authenticity in more sustainable fashion. COSH! founder Niki de Schryver, alongside Kirsten Siegler, Marie Lüder, and Sophie Claussen, participated in the discussion, shedding light on what true transparency means and why it’s more than just a marketing tool.

In today’s fashion industry, sustainability claims are everywhere, but real transparency remains rare. Consumers are demanding accountability, yet many brands struggle to go beyond surface-level storytelling. At COSH!, transparency is seen as something that should be ingrained in a brand’s DNA, not just a curated narrative. So, what does it take to be truly transparent? Let’s break it down.

Rethinking transparency in fashion

Niki challenged the industry with a thought-provoking question: Isn’t transparent storytelling an oxymoron? True transparency isn’t about spinning a story; it’s about laying everything bare. Brands can’t claim transparency unless they know their entire story, from raw material sourcing to final production details. This means publishing every aspect of their supply chain, including where their safety pins, hang tags, and fabrics come from.

But transparency goes beyond disclosure; it’s about accessibility. COSH! encourages brands to be open, not just in marketing, but in daily operations. Customers should be able to ask questions, not just to the marketing team, but also to designers, production teams, and supply chain managers. Transparency is about fostering a two-way dialogue where brands are accountable for their claims.

Yet, some brands seem to be hesitant to share their sustainable practices because they fear greenwashing. Kirsten, co-founder of vbc Agency, understands this fear but ensures that nobody is perfect. She encourages people and companies to be as honest as possible and not to pretend to be perfect. Kirsten emphasizes that transparency must be built on a strong foundation of a company’s values and strategy.

How COSH! builds a more transparent and sustainable ecosystem

In order to build a more sustainable future, fashion brands and consumers need to work together, creating a stronger ecosystem of transparency and more ethical practices. COSH! plays a key role in this movement by connecting more sustainable brands with more conscious consumers. The platform’s network is built on local ecosystems, ensuring that independent retailers, second-hand shops, flagship stores, and multi-brand retailers all contribute to a shared mission.

When brands and stores join COSH!, they undergo a thorough screening process. The platform assesses them across seven impact themes, scrutinizing everything from labor practices to environmental responsibility. Rather than isolating brands, COSH! fosters a collective responsibility model where stores co-fund screenings — ensuring that all members benefit from a growing pool of transparent data.

How LUEDER and AVENIR contribute to a more sustainable fashion industry

Marie Lueder, the designer behind LUEDER, and Sophie Claussen, the founder of AVENIR, each bring a unique approach to a more sustainable fashion industry, reflecting values that resonate with the wider industry’s push for greater transparency and responsibility. Marie’s focus is on offering something meaningful to those who wear her clothes, with a particular emphasis on mental health. In contrast, Sophie prefers to work with what already exists, utilizing the abundance of resources to create something new. She especially emphasizes jeans, as one of the best pieces of advice she received was to concentrate on perfecting one thing

The 7 deadly sins of greenwashing: common pitfalls to avoid

While many brands aspire to be as sustainable as they can, some fall into the trap of greenwashing—whether intentionally or not. The EU Green Claims Directive outlines the 7 Deadly Sins of Greenwashing, and COSH! helps brands steer clear of these missteps:

1. Vague Terminology: Using buzzwords like ​“eco-friendly” or ​“natural” without clarity or proof.
2. Hidden Trade-Offs: Promoting a single sustainable feature while ignoring larger negative impacts (e.g., recycled polyester that requires excessive dyeing chemicals).
3. No Proof: Making claims without verifiable evidence.
4. Irrelevance: Boasting about ​“green” initiatives that don’t actually contribute to sustainability (e.g., downcycling plastic bottles into clothing, which prevents further recycling).
5. The Lesser of Two Evils: Highlighting one positive aspect while ignoring bigger systemic issues (e.g., using organic cotton but failing to ensure garment longevity).
6. Greenwashing by Unsubstantiated Affiliation: Claiming sustainability through vague partnerships without real commitment.
7. Fibbing: Exaggerating or outright lying about sustainability efforts (e.g., fast fashion brands marketing ​“conscious collections” while perpetuating overproduction and textile waste).

Transparency in fashion is no longer optional — it’s essential. Consumers are becoming more informed and expect brands to be honest, not just about their successes but also about their challenges. True transparency requires brands to be open, accountable, and willing to improve. By embracing transparency as a fundamental value rather than a marketing tool, the fashion industry can move toward a more ethical and sustainable future — one built on trust, not just trends.

Curious to hear more? Watch the full conversation below for a deeper dive into the topics we covered in the blog. Don’t miss it!