Marci Zaroff Sustainable Brands is joining forces with Walter Wilhelm Associates (WWA) to develop a consultancy business to drive sustainability in the apparel, footwear, accessories and textile industries.

The aim of the tie-up is to combine WWA’s knowledge of processes and technology with Zaroff’s expertise in sustainable design, marketing and supply chain.

“Many manufacturers, brands and retailers express confusion at a lack of information, certifications, support and definitions in the sustainability arena,” said Zaroff, founder of sustainable lifestyle brands Under the Canopy and Fase.

Walter Wilhelm of WWA said that interest in sustainable products and practices was growing “exponentially” among brand owners and consumers.

“Good intentions are one thing, but good execution is a must, and there are real risks involved in perceived ‘greenwashing’ by consumers and their peers,” he warned.

The partnership will try to help businesses to navigate the complexities of established and new green concepts, as well as industry best practice.

And they warned that companies needed to take a “holistic” approach to sustainability, ingraining it in the culture of the organisation, in order engineer an affordable and effective programme.