Busting the myths about sustainable fashion | Maja Nellström & Matilda Lidfeldt | TEDxGöteborg

Are your eco-friendly fashion choices actually damaging the planet? Textile sustainability experts Maja Nellström and Matilda Lidfeldt from IVL Swedish Environmental Research Institute bring scientific precision to the confusing world of fashion sustainability, presenting findings from their systematic investigation of textile reuse, recycling, and incineration across Europe. Through rigorous lifecycle assessment research, this dynamic duo reveals which phase of a garment's lifecycle causes the most environmental damage, and it's probably not what you think. Prepare to have your assumptions challenged as they shatter common climate myths surrounding your wardrobe and transform how you think about sustainable consumption. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx