As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Timberland has collaborated with social enterprise Thread to create boots and bags made from recycled plastic bottles found on Haitian beaches. The move is the apparel brand's attempt to address people's growing environmental concerns, turning plastic waste into feel-good fashion.

A global rise in veganism isn’t just impacting food producers and restaurants – the desire for animal-free products is also filtering into fashion. Sneaker brand Rombaut is combining high-end aesthetics with ethical activism, catering to people who want their purchases to reflect their values.

Plastic is getting a lot of airtime right now: suddenly, what was once an invisible problem is at the front of people’s minds. Consumers are primed for change, so how can brands take the first by creating alternatives, educating customers and helping them form new habits?

‘Fast fashion’ retailer C&A has launched a line of ‘Cradle to Cradle Certified’ t-shirts that turn into compost after 11 weeks. Amid rising consumer concerns about climate change, is the initiative enough to convince conscious shoppers that the brand is committed to fix the broken fashion industry?