THE MODERN & ETHICAL FASHION CONSUMER

The sustainability movement in fashion has come a long way from its humble origins. While it would be hard to pinpoint the exact lightbulb moment, the conversation around eco-friendly fashion has been making the rounds since the late 1960s when the hippie revolution rejected conventional tropes of fashion in favour of natural fabrics and going back to a simpler way of life. Cut to 2021, and sustainability is no longer an outlier looking in from the outside-terms like carbon footprint and fabric traceability are now firmly entrenched in the lexicon of an enlightened tribe of consumers who are compelling brands and labels to follow suit.