Akhil Sivanandan CEO & Co-founder

Fibre2Fashion

01-08-2025

Our LCA engine is built specifically for the fashion industry
As global fashion faces intensifying scrutiny around its environmental footprint, sustainability data is becoming the cornerstone of credibility, compliance, and consumer trust. At the forefront of this data revolution is Green Story, a sustainability intelligence platform that enables apparel brands and manufacturers to measure, improve, and communicate their environmental impact with scientific accuracy and transparency.
From automating Life Cycle Assessments (LCAs) to powering digital product passports and carbon reduction strategies, Green Story's platform is helping companies shift from vague sustainability claims to verified product-level insights. Through recent partnerships—including the 'Fundamentally Green Metrics – LATAM' pilot in collaboration with Mexico City-based platform Fundamentally—Green Story is extending its reach to small and medium-sized fashion producers in Latin America, bridging the long-standing gaps in cost, access, and technical capacity.
In this in-depth conversation with Fibre2Fashion, Akhil Sivanandan, Co-founder and CEO of Green Story, shares how the company ensures data credibility, helps brands navigate greenwashing risks, supports compliance, and leverages AI to scale impact. He also reflects on the shifting expectations of consumers, the challenges of global standardisation, and why emerging technologies are key to shaping a more transparent and responsible fashion future.
Green Story empowers brands with impact data. How do you ensure the credibility and accuracy of the environmental data you source and present?
At Green Story, credibility is non-negotiable. From the beginning, we built our Life Cycle Assessment (LCA) engine to meet the highest international standards: ISO 14040/44 compliance, alignment with the PEF framework, and rigorous adherence to GHG Protocol and other globally accepted methodologies.
What makes us unique is the depth of our proprietary database. Over the years, we have developed one of the largest fashion-specific LCA libraries globally—which we have built from primary data collected through deep partnerships with manufacturers, governments, and academic institutions across 30+ countries. This includes everything from fibre production in China to dyeing facilities in Bangladesh and sewing units in Mexico. When off-the-shelf databases fall short, we supplement or replace them with region- and material-specific data validated through industry audits and field-level studies (including third-party databases).
In addition, we have worked with industry leaders and academia to ensure our assumptions are not just academically sound but also operationally relevant. Our internal PhDs and textile experts with decades of textile and manufacturing experience bring a further level of review to the data we use.
This layered approach using validated proprietary and localised data, following global standards, and an openness for third-party review, is how we have become the trusted source for leading brands and suppliers globally. Whether you are a DTC brand looking to communicate impact or a global retailer preparing for compliance, the numbers we present stand up to scrutiny from regulators, investors, and the conscious consumer alike.
We see impact data as a foundation for systemic change in the industry. That is the level of responsibility we bring to every LCA we deliver.
With consumer trust being fragile in the green space, how does Green Story help brands prevent greenwashing while still marketing their positive impact?
We believe transparency is the antidote to greenwashing. Our platform does not just provide topline numbers; we equip brands with verifiable, product-level insights that are backed by LCAs. Every claim is linked to real data, methodology, and context. Instead of vague 'eco-friendly' language, brands can put real numbers behind their claims, and show how that is calculated. That level of specificity builds trust and enables authentic storytelling (and avoid massive greenwashing fines).
Green Story's LCA engine is touted as science-backed and scalable. How is it different from traditional LCA tools in the market?
Traditional LCA tools are powerful but often too complex or expensive for fashion brands and manufacturers to use effectively. Our LCA engine is built specifically for the fashion industry, combining scientific rigour with user-friendly automation. We have simplified the data collection process, pre-mapped textile supply chains, and made outputs accessible for different audiences—brands, suppliers, and consumers. It is scalable not just in volume, but in usability across the value chain. We also provide dedicated support from our top analysts, allowing companies to scale with current resources and gradually build up internal capacity at their own pace.
What were some of the biggest challenges you faced in building partnerships with fashion brands, especially those initially unfamiliar with sustainability metrics?
One of the biggest hurdles was translating technical data into something meaningful for decision-makers and marketers. Early on, we had to do a lot of hand-holding—explaining what LCAs are, how they tie into brand values, and why impact data is not just a cost but a competitive edge. The turning point came when brands realised that credible sustainability data could actually drive consumer engagement, investor interest, and regulatory compliance—all at once.
How do you tailor your services for brands of different sizes—say, a small DTC fashion brand vs. a global retailer?
We meet brands where they are. For a small DTC brand, we offer streamlined tools, pre-built datasets, and lightweight onboarding. For global retailers, we build out detailed supplier networks, custom integrations, and multi-country compliance solutions. Our platform is modular by design—so whether you are just starting your sustainability journey or managing hundreds of SKUs across geographies, we can scale with you.
With your expansion into carbon offsetting and end-of-life impact tracking, how do you maintain transparency and avoid the pitfalls of token offsets?
We take a 'reduce first, offset last' approach. Our focus is on helping brands measure and mitigate their impact before looking at offsets. When offsets are used, we only partner with projects that are third-party verified, traceable, and aligned with climate science. We also disclose the methodology behind every offset calculation. The key is to treat offsetting as part of a broader impact reduction strategy, not a shortcut.
Green Story works across geographies and supply chains. How do you manage region-specific sustainability regulations or data gaps?
We have built a dynamic framework that adapts to regional regulations and data availability. Where primary data is missing, we work closely with local partners, NGOs, and suppliers to gather what is needed. Our system is constantly updated with regional compliance needs—from Europe's ESPR to California's SB 253—so brands and manufacturers can plan proactively. It is about staying agile and ensuring our insights are both globally credible and locally grounded.
What inspired Green Story to launch the 'Fundamentally Green Metrics – LATAM' pilot, and why is Latin America a strategic focus for this initiative?
LATAM is at a pivotal moment. As nearshoring to the region increases, suppliers are under growing pressure to meet international sustainability standards but often lack the tools or support to get there. Our partnership with Fundamentally is designed to fill that gap. By offering fully funded LCAs and digital product passports, we are helping LATAM manufacturers not just comply with future regulations, but take a leadership role in shaping a greener global fashion economy. We are already running similar programmes successfully in India and Pakistan.
With global regulations tightening around sustainability, how will this pilot help participating Latin American brands prepare for compliance with frameworks like the EU's Corporate Sustainability Reporting Directive (CSRD)?
This pilot gives LATAM suppliers a head start. The LCA and DPP data we generate aligns with the kinds of disclosures expected under CSRD and ESPR. By participating, brands will gain verifiable, auditable environmental metrics—exactly what European buyers and regulators are demanding. More importantly, they will learn how to build transparency into their operations in a way that adds long-term business value.
Assuming this pilot proves successful, what long-term role does Green Story envision playing in the development of a sustainable fashion ecosystem across Latin America?
We want to build lasting infrastructure. That means continuing to support local suppliers with tools, training, and technology that help them thrive in a sustainability-first global economy. Long term, we see ourselves as an enabler—helping LATAM become not just a source of ethical manufacturing, but a global leader in transparent, low-impact production. This pilot is just the beginning.
How is the demand for environmental impact transparency evolving among consumers, and how are brands responding to this shift?
Consumers today are not just looking for style; they want values. And they are asking hard questions: Who made this? What is its footprint? Is it verified? Brands are catching up fast. We have seen a major shift from generic 'eco' language to demand for real, product-level impact data. This data quality need is not just a compliance play; it is a trust builder and a brand differentiator. And, given the recent news of Shein in France, compliance is on top of everyone's minds.
What are the main challenges in standardising sustainability metrics across different sectors and geographies?
The biggest challenge is harmonising methodologies without oversimplifying context. A cotton T-shirt made in India would not have the same footprint as one made in Peru, even with the same design. Geography, energy mix, water scarcity—all of these play a role. Our approach is to anchor every metric in peer-reviewed science but remain flexible enough to adapt to local realities. Standardisation must be a floor, not a ceiling.
How can brands effectively balance authentic impact storytelling with the risk of greenwashing in a data-driven world?
Start with truth, not trend. Authentic storytelling comes from transparent data, clearly communicated. The brands that get it right are the ones that show their impact—good or bad—and outline their journey, not just their wins. Our platform supports this by letting brands visualise trade-offs and improvements over time. Consumers respect honesty more than perfection. In fact, we have partnered with the experts at Northumbria University to support brands and manufacturers in telling that story better, starting with our recently concluded webinar series.
In what ways are emerging technologies like AI and blockchain shaping the future of lifecycle assessment and sustainability reporting?
AI is revolutionising how quickly and accurately we can conduct LCAs. It reduces manual work, detects data anomalies, and provides predictive insights. Blockchain has been used to ensure data integrity, though we are not actively prioritising it at the moment. We believe that verified, high-quality data is more important than data integrity alone—though blockchain does have its place in complex, multi-tier supply chains. When combined, these technologies can transform sustainability reporting into a real-time, verifiable, and interactive process. That is the future: real data you can trust, with continuous tracking and improvement.
Looking ahead, how do you see technologies like AI or blockchain integrating into the future of impact tracking and storytelling?
AI will be central to scaling impact measurement and credibility. While the widespread need for blockchain may still be some way off, the potential of AI is immense. Already, we have leveraged AI to automate LCA processes, surface insights faster, and personalise sustainability messaging. This allows us to shift from static sustainability reports to dynamic, real-time environmental intelligence.
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.