Some of the world’s biggest fashion chains are based in the Nordic Region, but their success brings growing environmental problems. They continually speed up production, often using materials with short lifespans, and large quantities of textiles end up in landfill sites. While brands often promote their products as sustainable, critics warn of widespread greenwashing. It is harder and harder for consumers to work out what really is an environmentally friendly choice. Faced with this situation, the question is not just what needs to change. We also need to ask who should be responsible for what.