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

What might be most impactful for students is a value shift away from today’s culture of waste, where we buy more clothes than ever but never keep them for long.

Customers say they want to be ethical consumers, buying vintage and upcycling on Depop. Reformation calls itself the most sustainable option other than being naked, while Eileen Fisher has pledged to use “sustainable materials” in 100 percent of its products. Yet what sustainability actually means in this context has become increasingly nebulous.&n... See more