Shoppers in the US are becoming more interested in a brand’s eco and ethical credentials, but only if the price is right. With many reluctant to pay a higher price for a sustainable product, many Americans believe it's the brand's responsibility to provide socially conscious items at more affordable prices.

Sustainability may be the buzzword among shoppers, but prohibitive costs are making environmentally-friendly options unobtainable for even the most eco-conscious consumers. With people increasingly keen to go green, brands have an opportunity to make sustainable lifestyles more accessible.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

As fast fashion begins to fall out of favour due to mounting ethical and environmental concerns, the market for second-hand clothing is surging. But how exactly can buying pre-loved apparel help people live more sustainably? And what other factors are fuelling the resale segment?