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How Young People Are Changing the Fashion Industry

This desire to understand the backstory of consumer goods has spread to fashion, and young people are forcing brands to take a look at what they do and how they do it. Gen Z , in particular, wants to align themselves with brands that stand for something (hello, Nike ). Sustainability and ethical fashion are quickly becoming a part of this generation’s values set, as the negative impacts of fast fashion come to light (think environmental hazards and human rights issues). But while there is a cohort of front-row influencers , celebrities and brands such as Allbirds , United by Blue, Girlfriend Collective, Reformation , Outerknown and Everlane that devote themselves to sustainable fashion, the movement still has a long way to go before it’s mainstream. Most young people today would consider sustainable fashion more of an ethical bonus or nice-to-have, not a requirement. The primary reason: The cost. Most sustainable fashion naturally comes with a higher price point because of the devotion to ethically sourced fabrics, thoughtful construction methods, improved factory conditions, and improved pay for workers. When the average cost of one eco-friendly item is about $80 (at the low end), young people often have no choice but to shop elsewhere. Especially when you can buy several outfits at stores such as Forever 21 or Old Navy for that same amount. Young people are still in that fashion phase of wanting to wear the latest looks — and changing up their outfits daily.

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