Green Story, a platform enabling fashion brands to measure and communicate their sustainability efforts, has raised €1.1 million (US$1.2m).

To advertise their credentials and increase consumer-facing openness, the Dutch firm displays product life cycle assessment (LCA) sustainability data in a visually accessible manner on brand websites.

The funding, led by investor 4Impact, will be used to assist the company to accelerate its growth and getting closer to its objective of empowering 1 billion people to buy more sustainably and understand the environmental effect of their purchases.

Navodit Babel, the co-founder, and CTO of Green Story, said that they built the Green Story solution to make it easy for their customers, the fashion brands, to calculate and publicize their sustainability credentials. 

Babel added that they assist their customers in engaging with end consumers, leading their awareness of the positive impact of sustainable products, by providing relatable data points and measurements.

Pangaia, as well as resale portal ThredUp and rental service Rent the Runway, are among the hundreds of sustainable and circular fashion brands with which Green Story has partnered.

Kate Mullord, a partner at 4impact capital, said that every fashion brand with a sustainability story wants to inform its customers. But it's not always simple to accomplish this without risking getting caught by greenwashing standards. For fashion shops, a trustworthy third party that provides a robust measuring and communication tool is a highly valuable service.