SHADE is an industry-disrupting browser extension designed to tackle greenwashing. By rating brands on their sustainability, blurring all content from poorly rated brands and advertising sustainable brands, SHADE offers transparency for online consumers wanting to shop sustainably.
The jury says
This solution empowers the consumers of fashion. As a tool for sustainability, the service producers are using all the tools that have proven to drive consumption in the fashion industry and instead use them to increase transparency for consumers. As a result, it is easy to imagine how this could significantly impact how consumers can make informed purchasing decisions. Consumers are empowered to fight the fast fashion industry and shape a more sustainable future. At the same time, it motivates producers to go green and work more sustainably.