The Collective and Individual Approach to Sustainability

Sustainability in the fashion industry is the topic du jour, and rightfully so. The adverse effects of fashion on our environment and on humans themselves cannot be overstated. Over the past ten years, this topic has shifted from the world of academia and NGOs to business and consumers. In fact, consumers now identify sustainability as one of the key criteria for determining which brands they shop, forcing brands to adapt. And yet, the reality is far more complex. Just because consumers say sustainability is important pertaining to their shopping habits, doesn’t mean that it truly makes a difference at point of sale. And just because brands say they are sustainable, doesn’t mean they are in practice.