Fashion for good

The pandemic has seen a rise in the popularity and understanding of the climate crisis, sustainability and what we as individuals need to do to mitigate our impact on the planet. This has led consumers to became more aware of the dangers of fast fashion and momentum in the ‘fashion for good’ space has gained real traction.

Research shows that consumers are increasingly looking for brands with a purpose - so fashion brands need to consider their purpose and position in order to stand out.

For smaller brands, there is more opportunity to become emotionally connected with the stories you share with them. Brands need to look beyond ‘sustainability’ to ensure that there is full transparency in their story telling, even if that means admitting the elements where you have not been able to make your products or your processes totally sustainable.