In an age of fluctuating fashion trends and disposable clothing, apparel maker Patagonia is on a mission to change how people think about clothes. So what exactly are they selling?

From Victorian moustaches to flat caps, hipsters are notorious for reappropriating the old. Founded in 1913, traditional blue-collar workwear brand L.C King Manufacturing Co has become a firm favourite among trendy New Yorkers too, making chore coats and dungarees for blue-collar workers and hipsters alike. But how has this veteran brand done it?

Mountain Dew and Burton Snowboards are working together to change the way clothes are made by creating sustainable fabrics out of recycled plastic bottles and implementing this material into key products within the Burton line.

Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?