SUSTAINABLE clothing is evolving as a new generation of conscious consumers appear on the horizon. Millennials and Gen Z are well caught up with the dramatic paradigm shift in the global fashion and textile industry in response to the discourse of fast fashionâs impact on the environment and biodiversity.
Their relentless demand for transparency and circularity from clean supply chains and agricultural practice to ethical working conditions and fair wages leaves no room for anonymity. However, engaging this new demographic of young and digitally savvy consumers and their demands means adapting to the milieu.
This opportunity pushes brands, old and new to evolve and revise their brand commitments and production values. Although it is never easy to implement meaningful change, it is, however, easy to mindlessly join the sustainability trend as a marketing strategy or a performative measure that could come off as greenwashing.
Small fashion startups and big businesses both have competitive opportunities and responsibilities to make changes â small brands are nimble to navigate while larger companies have the power of influence and resources to move the industry at large in the right direction.
So who better understands the sustainability-minded generation than someone from the generation itself?
