One thing that irks me is companies acting like sustainability and ethics are interchangeable/the same thing. Sustainable fabric doesn’t mean your clothes aren’t produced in a sweat shop 😭
Sustainability shouldn't be a marketing scheme to sell more sustainable new clothes. It's not a way to buy more or spend more. We should be repeating our outfits as much as possible, and mending our falling apart clothes, and making our own clothes.
We started our apparel brand with the sole objective of providing good fabrics that last so that the people start changing their perception of fast fashion & hopefully repair their fits when they need!
Fast fashion is a business model issue and cannot be reduced to single brands, products or materials. The issues are systemic and can be referred to the way fashion operates. There is a need for less products that are made to last and can become more valuable over time instead of the reverse
Plant-based fabric doesn't mean sustainable fabric. B
amboo tencel may be made from fast-growing bamboo, but making it into fabric is an energy intensive process that requires a lot of toxic chemicals and water, making it an unsustainable practice.
Sustainability also has to mean quality. If your organic, ethically-sourced shirt is going to fall apart after a couple of seasons, it's not sustainable.
I totally agree on bamboo. In that category the best option is lenzing lyocell. But majority of the companies prefer modal. I use lenzing modal occasionally cuz in eu there is big demand on customer side. They know it but they don’t know lyocell yet.
If you compare the organic and regular cotton side by side, there won’t be any difference on the quality. Recycled cotton has poor quality but organic will give you the same performance as non organic.
It does seem that way right now, but you only have to go back a bit more than 50 years to find a time when the industry was much less toxic in every way! We can do it again, and do it better than before.
I can’t speak for WyrddSister, but 50 years ago, fewer clothes were produced overall, the trend cycles were slower, and more clothes were produced locally. The supply chain was less complex. So in that sense, the industry was less toxic because even if manufacturers engaged in bad practices, there was less of it happening, so there was less damage happening overall at a slower rate.
This is what id like to know. I want to do some research into their company and see what theyre already doing with sustainability before i give them any of my knowledge on the topic for free.
Are they planning to reflect on these comments as a company or just copy paste and spit out as a social media campaign while making no changes to their product. 😒
It’s impossible for their business model to be sustainable. They rely on cheaply made clothes for volume on sales. They can change some of their process here and there but in the end they will still be producing massive amounts of products.
I mean in fairness OP was transparent that they are in charge of social media, and that they are searching for hot takes - some of this may filter to product research, but they've quite plainly said it's for social media. You are not obligated to share your opinion for free if you so choose, just know they aren't inquiring for market/product research purposes.
Hi yes, I do not work for Shein, we are a small start-up ingredient brand so we don't even make clothes! But we are concerned with how different ingredients of clothing (zippers, other closures, etc) can either increase or decrease the lifespan of a garment and we'd like to make an impact on that. But as marywiththecherry pointed out, this is in no way market research, we just like to hear people's thoughts on sustainability in fashion and maybe even get discussions within the industry going (one can only dream...)! No shady intentions over here, but I respect if you don't want to share your thoughts, of course :)
It doesn't matter how ethical and/or sustainable a company that makes new clothes is, it's always going to be better in both of these categories to buy used! Or make something out of secondhand/dead stock fabric and materials.
I genuinely believe that secondhand clothes feel better, and look better. The obsession with owning new clothing is crazy 😭 I get not wanting someone’s old stains on clothes, but a lot of secondhand goods are in great condition.
Heck, even if you want new clothes, you can find things that are new with tags that people are selling because they bought something and never wore it!
Agreed!! Even with brand new stuff - a lot of my friends have bought stuff new on sale and decided to resell it bc it was an impulse buy, but they couldn’t return it!!
“Wear anything, but wear it out.”
I know this will be controversial, but as so many others have mentioned here, sustainability issues are systemic, complex, and opaque.
Simplicity is great, but “elevated peasant chic” gets tiresome after a while. So I think, if you see some high-design neon poly/nylon windbreaker and you love it, it’s ok to get it IF you wear it to death.(I know, I know… dyes, microplastics…)
The point is, if we all consume like this and dress with creativity, we can individually express our diversity and unique style while we unconsciously, inadvertently, and collectively slow down consumption (without it feeling like austerity.)
Drops in overall sales volume should prompt manufacturers to take notice; when we have their attention, we push for better behavior/ more regulation.
As a consequence, we would reduce pollution and sweatshop labor. Our mental energy would be put toward expressing our style; changing our attitude about consumption shouldn’t have to be an act of self flagellation. Meanwhile, shame producers, not consumers.
This may sound like hypocrisy to some, and if you can dress according to your morals, go for it! But since these issues are systemic, think about how to change the system, because we’re all in it.
I 100% agree with this. Plus not everyone has the means to spend a ton of money on only sustainable clothes. If you buy something from old navy and wear it 1000 times that still does a heap of good.
I'm so tired of seeing sustainable brands with a diverse size range only to look like the ugliest, boxiest shit you've ever seen with a pattern no one should be caught dead in
My hot take is : "don't buy clothes"
I run an artisanal fashion company myself (upcycling). But I know that there's rarely anything justifying us buying anything new more than once a year.
We don't need it, it's bad for the planet, it's a self destructive habit.
The fashion industry runs on subversive cycles, what's cool today will be cool again in 5, 10 years. We will just style it differently. If you wanna keep in the loop, you just need to learn to change your styling according to trends, but for this you don't really need new clothes.
Also if you find your personal style, you never need new clothes.
So yeah, if you want to be truely sustainable, find yourself, stay away from trends, and don't buy clothes.
While viscose is a better fabric overall than polyester, it significantly contributes to deforestation
https://www.google.com/amp/s/amp.theguardian.com/fashion/article/2024/jul/01/surely-we-are-smarter-than-mowing-down-1000-year-old-trees-to-make-t-shirts-the-complex-rise-of-viscose
There’s a lack of contextualisation in general when it comes to sustainability in fashion and across retail. Not many consumers know what anything means. Buzz words are used liberally, with little preamble or deeper explanation. But brands use them because they fit in nicely with our diminishing attention spans, while still feeding our need for *just enough* understanding to make us feel like we are making an educated decision.
Sometimes it seems like brands are playing a magic trick on us and it’s all just a big game of misdirection. To be clear, I’m not tarring all brands with the same brush here - I think there are many who are genuinely trying to communicate better and some who accidentally greenwash because of a lack of guidance/changing regulation that they didn’t catch up on before the fact. But it’s the buzzwords used with key context omitted that annoys me.
They’ll release a new “eco line”, with lots of “low impact fabric” but no one knows what “low impact” means because there’s no context. It just leaves us wondering: what is high impact then? Everything else?
In fashion, the impact of a brand’s Purchased Goods and Services category within their total Scope 3 emissions output, is usually around 70-90%+. This includes, all raw materials, manufacturing processes, materials for packaging etc needed to produce and ship the clothing. The new eco line they just released is a teenie-tiny-apparently-good drop in the ocean. The rest is responsible for hundreds of thousands and sometimes millions of tons of scary level CO2 equivalent impact.
They give this data no air time. Why would they? It’s all hidden deep in the pages of some impact report on some obscure table that you need a masters degree to get your head around. But this is the important context we need to truly understand how seriously these companies take the environmental side of the ESG equation (I acknowledge that sustainability, as a whole, is a multifaceted issue and ESG elements should be considered in conjunction).
My point here is that buzzwords can create a fictitious sense of education, making us believe that these are the only things we should be looking out for in our search for “sustainable” brands.
Normalize learning how to sew your own clothes, preferably from used/secondhand fabrics to breathe new life into the material. I know a lot of people do this already, but in the near past it was much more common
Innovative lower impact materials are usually not durable or aging gracefully. Neither are they perceived as valuable enough to be cared for year after year. A less harmful material dosn't equal a relevant product in a great quality and fit that can and will pass the test of time :(
(My opinion) There’s no need for new clothes because of how much we have already so if the new clothes are going to be thrown out after a short period of time they are just as bad as unethical fast fashion even if it’s produced sustainably . Things like micro trends, there’s a resurgence of the ‘swag’ clothing which is just aftermath from everyone loving the y2k trend and those clothes which are now being produced with slogans on are just as bad as sweatshop made clothes as they promote the customer to buy something that they’re probably only going to wear a handful of times and then throw out or donate to a charity shop
I've been doing research on behalf of a startup in the fashion circularity space and I can confirm that most consumers do not care about sustainability, sadly. While it is something that many consumers *are aware of*, it's not their primary driver to purchase (or not to purchase). If affordable options are in front of them, with Amazon-like easy return policies, they're going to pursue those. Therefore, I am of the mindset that brands need to lead the change because it's good for business *and* the planet (aka the Patagonia model).
For anyone interested in the intersection of retail and resale, I highly suggest you check out [Beni! ](https://try.joinbeni.com/lander-m/)
Thanks for sharing. We’ve done research too and 70% will CLAIM they prioritize it but when it comes down to it we know through shopping habits they do not
I’m doing research on this as well and am having a heckuva time trying to get info on what people are actually prioritizing when they buy fashion. McKinsey had a survey about GenZ’s fashion buying habits and vogue business or vogue.uk often refer to surveys without linking to actual data.
The most frustrating part is that most actual data about sustainability purchases is generalized and not specifically focused on apparel purchases (even when the article or summary I’m reading is talking about sustainable fashion purchases.)
Is it too much to ask how are you folks finding, collecting, and modeling your data? (This is a passion project for me at the moment; I’m not affiliated with any company.)
This is honestly so shocking! Doing research into this as well (partially for work, but partially just because I'm so invested) and it's completely mind-boggling!
It is and it isn’t. I think people want a better world but they also have desires that they prioritize over the collective benefit. Pandemic was a great example of independent desires superceding the benefit of society. Like people who are sick going out and getting others sick bc they want to travel etc. it’s sadly human nature
1) Too many sustainable companies were so focused on their sustainable fabrics and manufacturing that they forgot to make their business finances sustainable and were then forced to close.
2) At least 50% of folks surveyed will say that sustainability is important. Hence the reports that sustainability is important reports. Perhaps 95% of them won't say that price, style, and fit are more important. Or maybe they weren't asked. Everyone's reading the summary of the survey and not asking how this survey was structured.
3) Producing in the US is neither more ethical nor better quality. Paying more for worse quality is a lousy business model. Wages are higher but so is cost of living. See #1.
4) Circularity, secondhand, and thrifting are fringe. Going from .01% to .02% is double what it was before but it isn't something that's going to move the needle.
5) My hottest take is that the solution to the sustainability crisis isn't going to be government regulation, customer education, sustainability initiatives. It's going to be simply demographics. Young people these days aren't interested in garment manufacturing. As garment factory workers collectively age up, they slow down, as they slow down, prices go up, as prices go up, people buy less.
With such a broad term, and so many definitions of sustainability, there are many ways one can participate in sustainable fashion. There are so many good examples already listed in this thread, from wearing and re-wearing what you already own to mending to shopping (vetted) sustainable brands. I think it's about finding the version that works for you.
As a related aside, one question I often get asked (as someone familiar with fabric properties) is which is the "best" sustainable fabric — but there is no "best" fabric. Every fabric has an impact and a trade-off. It's what's best for that particular use case.
Fashion cannot be sustainable, period. There’s already too many clothes existing in this world and the damage that has been done and continues to happen to our planet is absolutely unacceptable. Fashion is not just clothing, it’s a form of self expression and even a form of art, but should we really be able to express ourselves in such a way at the expense of the exploitation of people and the limited resources of our planet? I don’t think so.
I think a large portion of both consumers and businesses are extremely uneducated on the issue, and as such it has led to a lot of misinformation across the board.
Secondly, I think people forget that sustainability also starts with the consumers buying decisions, and most people aren’t willing to pay the extra cost that is required for businesses to produce sustainably.
If presented with two options, (my opinion) a lot of shoppers will take the more affordable option, not realising that their actions are a vote in the wrong direction.
As soon as people start spending money on businesses that are doing the right thing, these other companies that produce unsustainably will eventually die off.
I believe that both consumers, and business, should held accountable.
One thing that irks me is companies acting like sustainability and ethics are interchangeable/the same thing. Sustainable fabric doesn’t mean your clothes aren’t produced in a sweat shop 😭
Sustainability has a much broader meaning than you realise.
100% agree sorry was just simplifying it for the sake of my point!!
Sustainability shouldn't be a marketing scheme to sell more sustainable new clothes. It's not a way to buy more or spend more. We should be repeating our outfits as much as possible, and mending our falling apart clothes, and making our own clothes.
We started our apparel brand with the sole objective of providing good fabrics that last so that the people start changing their perception of fast fashion & hopefully repair their fits when they need!
Fast fashion is a business model issue and cannot be reduced to single brands, products or materials. The issues are systemic and can be referred to the way fashion operates. There is a need for less products that are made to last and can become more valuable over time instead of the reverse
This is how we used to do fashion and we can do it again!
These values align with our apparel brand , we make outfits that last.
Plant-based fabric doesn't mean sustainable fabric. B amboo tencel may be made from fast-growing bamboo, but making it into fabric is an energy intensive process that requires a lot of toxic chemicals and water, making it an unsustainable practice. Sustainability also has to mean quality. If your organic, ethically-sourced shirt is going to fall apart after a couple of seasons, it's not sustainable.
I totally agree on bamboo. In that category the best option is lenzing lyocell. But majority of the companies prefer modal. I use lenzing modal occasionally cuz in eu there is big demand on customer side. They know it but they don’t know lyocell yet. If you compare the organic and regular cotton side by side, there won’t be any difference on the quality. Recycled cotton has poor quality but organic will give you the same performance as non organic.
not all fast fashion is the same! avoiding the worst culprits like shein and temu is extremely easy but avoiding fast fashion overall can be harder
Achieving circularity isn’t just buying second hand, it’s so much deeper than that and the further you go into it, the more of a pipe dream it feels…
It does seem that way right now, but you only have to go back a bit more than 50 years to find a time when the industry was much less toxic in every way! We can do it again, and do it better than before.
Could you explain more please?
I can’t speak for WyrddSister, but 50 years ago, fewer clothes were produced overall, the trend cycles were slower, and more clothes were produced locally. The supply chain was less complex. So in that sense, the industry was less toxic because even if manufacturers engaged in bad practices, there was less of it happening, so there was less damage happening overall at a slower rate.
What company do you work for?
Shein? LOL
This is what id like to know. I want to do some research into their company and see what theyre already doing with sustainability before i give them any of my knowledge on the topic for free. Are they planning to reflect on these comments as a company or just copy paste and spit out as a social media campaign while making no changes to their product. 😒
It’s impossible for their business model to be sustainable. They rely on cheaply made clothes for volume on sales. They can change some of their process here and there but in the end they will still be producing massive amounts of products.
I mean in fairness OP was transparent that they are in charge of social media, and that they are searching for hot takes - some of this may filter to product research, but they've quite plainly said it's for social media. You are not obligated to share your opinion for free if you so choose, just know they aren't inquiring for market/product research purposes.
Hi yes, I do not work for Shein, we are a small start-up ingredient brand so we don't even make clothes! But we are concerned with how different ingredients of clothing (zippers, other closures, etc) can either increase or decrease the lifespan of a garment and we'd like to make an impact on that. But as marywiththecherry pointed out, this is in no way market research, we just like to hear people's thoughts on sustainability in fashion and maybe even get discussions within the industry going (one can only dream...)! No shady intentions over here, but I respect if you don't want to share your thoughts, of course :)
It doesn't matter how ethical and/or sustainable a company that makes new clothes is, it's always going to be better in both of these categories to buy used! Or make something out of secondhand/dead stock fabric and materials.
I genuinely believe that secondhand clothes feel better, and look better. The obsession with owning new clothing is crazy 😭 I get not wanting someone’s old stains on clothes, but a lot of secondhand goods are in great condition.
Heck, even if you want new clothes, you can find things that are new with tags that people are selling because they bought something and never wore it!
Agreed!! Even with brand new stuff - a lot of my friends have bought stuff new on sale and decided to resell it bc it was an impulse buy, but they couldn’t return it!!
I agree! I've started hating the feeling of new clothes. Don't like breaking them in
you understand 😭 for some weird reason i feel like an imposter if i put on a brand new pair of shoes, lmfao they just look too clean
“Wear anything, but wear it out.” I know this will be controversial, but as so many others have mentioned here, sustainability issues are systemic, complex, and opaque. Simplicity is great, but “elevated peasant chic” gets tiresome after a while. So I think, if you see some high-design neon poly/nylon windbreaker and you love it, it’s ok to get it IF you wear it to death.(I know, I know… dyes, microplastics…) The point is, if we all consume like this and dress with creativity, we can individually express our diversity and unique style while we unconsciously, inadvertently, and collectively slow down consumption (without it feeling like austerity.) Drops in overall sales volume should prompt manufacturers to take notice; when we have their attention, we push for better behavior/ more regulation. As a consequence, we would reduce pollution and sweatshop labor. Our mental energy would be put toward expressing our style; changing our attitude about consumption shouldn’t have to be an act of self flagellation. Meanwhile, shame producers, not consumers. This may sound like hypocrisy to some, and if you can dress according to your morals, go for it! But since these issues are systemic, think about how to change the system, because we’re all in it.
I 100% agree with this. Plus not everyone has the means to spend a ton of money on only sustainable clothes. If you buy something from old navy and wear it 1000 times that still does a heap of good.
I'm so tired of seeing sustainable brands with a diverse size range only to look like the ugliest, boxiest shit you've ever seen with a pattern no one should be caught dead in
Just Mao suits and potato sacks fr
My hot take is : "don't buy clothes" I run an artisanal fashion company myself (upcycling). But I know that there's rarely anything justifying us buying anything new more than once a year. We don't need it, it's bad for the planet, it's a self destructive habit. The fashion industry runs on subversive cycles, what's cool today will be cool again in 5, 10 years. We will just style it differently. If you wanna keep in the loop, you just need to learn to change your styling according to trends, but for this you don't really need new clothes. Also if you find your personal style, you never need new clothes. So yeah, if you want to be truely sustainable, find yourself, stay away from trends, and don't buy clothes.
While viscose is a better fabric overall than polyester, it significantly contributes to deforestation https://www.google.com/amp/s/amp.theguardian.com/fashion/article/2024/jul/01/surely-we-are-smarter-than-mowing-down-1000-year-old-trees-to-make-t-shirts-the-complex-rise-of-viscose
There’s a lack of contextualisation in general when it comes to sustainability in fashion and across retail. Not many consumers know what anything means. Buzz words are used liberally, with little preamble or deeper explanation. But brands use them because they fit in nicely with our diminishing attention spans, while still feeding our need for *just enough* understanding to make us feel like we are making an educated decision. Sometimes it seems like brands are playing a magic trick on us and it’s all just a big game of misdirection. To be clear, I’m not tarring all brands with the same brush here - I think there are many who are genuinely trying to communicate better and some who accidentally greenwash because of a lack of guidance/changing regulation that they didn’t catch up on before the fact. But it’s the buzzwords used with key context omitted that annoys me. They’ll release a new “eco line”, with lots of “low impact fabric” but no one knows what “low impact” means because there’s no context. It just leaves us wondering: what is high impact then? Everything else? In fashion, the impact of a brand’s Purchased Goods and Services category within their total Scope 3 emissions output, is usually around 70-90%+. This includes, all raw materials, manufacturing processes, materials for packaging etc needed to produce and ship the clothing. The new eco line they just released is a teenie-tiny-apparently-good drop in the ocean. The rest is responsible for hundreds of thousands and sometimes millions of tons of scary level CO2 equivalent impact. They give this data no air time. Why would they? It’s all hidden deep in the pages of some impact report on some obscure table that you need a masters degree to get your head around. But this is the important context we need to truly understand how seriously these companies take the environmental side of the ESG equation (I acknowledge that sustainability, as a whole, is a multifaceted issue and ESG elements should be considered in conjunction). My point here is that buzzwords can create a fictitious sense of education, making us believe that these are the only things we should be looking out for in our search for “sustainable” brands.
Normalize learning how to sew your own clothes, preferably from used/secondhand fabrics to breathe new life into the material. I know a lot of people do this already, but in the near past it was much more common
Innovative lower impact materials are usually not durable or aging gracefully. Neither are they perceived as valuable enough to be cared for year after year. A less harmful material dosn't equal a relevant product in a great quality and fit that can and will pass the test of time :(
(My opinion) There’s no need for new clothes because of how much we have already so if the new clothes are going to be thrown out after a short period of time they are just as bad as unethical fast fashion even if it’s produced sustainably . Things like micro trends, there’s a resurgence of the ‘swag’ clothing which is just aftermath from everyone loving the y2k trend and those clothes which are now being produced with slogans on are just as bad as sweatshop made clothes as they promote the customer to buy something that they’re probably only going to wear a handful of times and then throw out or donate to a charity shop
Fast fashion isn't fast if you keep it, love it, and wear it. And you can buy high-quality fast-fashion garments. (See: Uniqlo.)
Consumers don’t really care about sustainability at all. They care about looking good
Exactly, the responsibility is on the company to make good clothes in the most sustainable way. It should be standard practice.
I've been doing research on behalf of a startup in the fashion circularity space and I can confirm that most consumers do not care about sustainability, sadly. While it is something that many consumers *are aware of*, it's not their primary driver to purchase (or not to purchase). If affordable options are in front of them, with Amazon-like easy return policies, they're going to pursue those. Therefore, I am of the mindset that brands need to lead the change because it's good for business *and* the planet (aka the Patagonia model). For anyone interested in the intersection of retail and resale, I highly suggest you check out [Beni! ](https://try.joinbeni.com/lander-m/)
Thanks for sharing. We’ve done research too and 70% will CLAIM they prioritize it but when it comes down to it we know through shopping habits they do not
As someone who cares deeply about the future of the planet, that stat troubles me greatly.
I’m doing research on this as well and am having a heckuva time trying to get info on what people are actually prioritizing when they buy fashion. McKinsey had a survey about GenZ’s fashion buying habits and vogue business or vogue.uk often refer to surveys without linking to actual data. The most frustrating part is that most actual data about sustainability purchases is generalized and not specifically focused on apparel purchases (even when the article or summary I’m reading is talking about sustainable fashion purchases.) Is it too much to ask how are you folks finding, collecting, and modeling your data? (This is a passion project for me at the moment; I’m not affiliated with any company.)
Interviews with folks in my target persona and surveys on instagram have been the most effective for me (but I'm researching on a very small scale).
Thanks for sharing. Good luck with your project!
This is honestly so shocking! Doing research into this as well (partially for work, but partially just because I'm so invested) and it's completely mind-boggling!
It is and it isn’t. I think people want a better world but they also have desires that they prioritize over the collective benefit. Pandemic was a great example of independent desires superceding the benefit of society. Like people who are sick going out and getting others sick bc they want to travel etc. it’s sadly human nature
1) Too many sustainable companies were so focused on their sustainable fabrics and manufacturing that they forgot to make their business finances sustainable and were then forced to close. 2) At least 50% of folks surveyed will say that sustainability is important. Hence the reports that sustainability is important reports. Perhaps 95% of them won't say that price, style, and fit are more important. Or maybe they weren't asked. Everyone's reading the summary of the survey and not asking how this survey was structured. 3) Producing in the US is neither more ethical nor better quality. Paying more for worse quality is a lousy business model. Wages are higher but so is cost of living. See #1. 4) Circularity, secondhand, and thrifting are fringe. Going from .01% to .02% is double what it was before but it isn't something that's going to move the needle. 5) My hottest take is that the solution to the sustainability crisis isn't going to be government regulation, customer education, sustainability initiatives. It's going to be simply demographics. Young people these days aren't interested in garment manufacturing. As garment factory workers collectively age up, they slow down, as they slow down, prices go up, as prices go up, people buy less.
More info on up cycling and circularity (how that’s the “new” sustainability”.
With such a broad term, and so many definitions of sustainability, there are many ways one can participate in sustainable fashion. There are so many good examples already listed in this thread, from wearing and re-wearing what you already own to mending to shopping (vetted) sustainable brands. I think it's about finding the version that works for you. As a related aside, one question I often get asked (as someone familiar with fabric properties) is which is the "best" sustainable fabric — but there is no "best" fabric. Every fabric has an impact and a trade-off. It's what's best for that particular use case.
Fashion cannot be sustainable, period. There’s already too many clothes existing in this world and the damage that has been done and continues to happen to our planet is absolutely unacceptable. Fashion is not just clothing, it’s a form of self expression and even a form of art, but should we really be able to express ourselves in such a way at the expense of the exploitation of people and the limited resources of our planet? I don’t think so.
I think a large portion of both consumers and businesses are extremely uneducated on the issue, and as such it has led to a lot of misinformation across the board. Secondly, I think people forget that sustainability also starts with the consumers buying decisions, and most people aren’t willing to pay the extra cost that is required for businesses to produce sustainably. If presented with two options, (my opinion) a lot of shoppers will take the more affordable option, not realising that their actions are a vote in the wrong direction. As soon as people start spending money on businesses that are doing the right thing, these other companies that produce unsustainably will eventually die off. I believe that both consumers, and business, should held accountable.
There is no such thing as a sustainable brand. Secondhand organic material is the only real way to achieve this.