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

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

Thanks to increased consumer consciousness around sustainability, the circular economy, and fair labor, resale has become fashion’s hottest sector—and brands want in. But scaling and making resale profitable isn’t easy, and with increasing competition in the space, it’s only going to get harder. 

The cultural shift to e-commerce has brought about new expectations for immediate gratification from consumers, and with that, increased environmental impacts as retailers attempt to meet those demands. However, when companies are willing to invest in creating sustainable solutions to navigate the evolving demands of today’s shopper, they will see ... See more