Sustainability sells: Why consumers and clothing brands alike are turning to sustainability as a guiding light

Transparency in sourcing and manufacturing has become table stakes in the minds of over two-thirds of 18 to 35-year-olds. Where something is made, under what kinds of working conditions, and environmental sustainability across the entire distribution chain are now all a part of the decision-making process.

Owing to fashion’s unmatched ability to reflect and influence culture at large, perhaps this industry is well-positioned to move society towards degrowth. It could be the future we choose.

In 2021, the British Fashion Council’s Institute of Positive Fashion addressed the impact of the fashion industry. Their top key target outcome? Reduce the volume of new physical clothing.

After all, degrowth isn’t just about the economy. It’s about culture. For example, you might try swapping or trading your future fashion rather than focusing on its currency cost. You’ll notice how such small shifts can change your own experiences with clothes.