Wonder just how committed some companies are to verifying their eco-friendly stripes? Fashion & Earth, a new eco-friendly clothing website, wants customers to know how green they are and submit their entire operation to a carbon footprint assessment. The company hopes the assessment will assist in their efforts to become a zero-impact corporation and promote accountability among eco-friendly retailers.

“As a green clothing retailer we’re very serious about our role as stewards of the environment,” says Adrian Desbarats, president of Fashion & Earth. “We not only provide environmentally friendly clothing to consumers but we are also doing everything we can as a corporation to reduce our footprint. It’s my belief that any company serious about reducing its environmental impact must scientifically measure effects at all points within its organization. Without quantifiable third-party analysis, any attempts at reducing impact would be too subjective.”

The assessment will by CleanMetrics, an independent environmental performance evaluator and will become a yearly practice for the company.

» Fashion&Earth