Deadstock fabric is big right now. We're told it's eco-friendly and sustainable - buying it is good for planet. If we don't get our wallets out, deadstock fabric is going into landfill, right? But it's become clear to me that the vast majority of deadstock is not dead and it's not going to landfill or incineration. Rather, it's just your average fabric that's being 'greenwashed' to increase profits. Some UK fabric shops now sell almost as much deadstock as they do other fabrics and the only way we can all force manufacturers, designer brands and fast-fashion chains to up their game is by not buying deadstock fabric at all.