‘The consumer is pushing them’: How fast-fashion brands are responding to sustainability

Read the full story in Glossy.

Fast-fashion brands are taking steps to clean up their act.

It’s no secret that, by nature, fast fashion isn’t doing the environment any favors. For years, brands like H&M, Zara and Forever 21, and, more recently, the Fashion Novas and Boohoos of the world, have been making a profit by taking runway trends and quickly recreating them for the mass market at a fraction of the cost. Their products are designed to be worn once or twice and then thrown away, contributing to the already massive amount of clothing that is discarded. Roughly 85% of textiles end up in landfills, per the United Nations.

But as younger consumers shift their focus to brands that celebrate radical transparency and environmentally friendly practices, like Reformation and Everlane, fast-fashion brands are having to backtrack and think more about the impact they’re having on the world.

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