With fashion in flux, people are looking for alternative leaders to initiate meaningful change. Bethany Williams’ approach, which goes beyond sustainable fabrics to encompass social enterprise, is a lesson for all sectors in how to create a truly human brand for the pandemic age.

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?

Veja has opened a hub to encourage customers to upcycle old sneakers and promote a circular economy. By fusing experiential retail and sustainable practices in a physical space, the hub is showing what sustainable collaborations between consumers and brands could look like.

Fashion has had a functional overhaul in the pandemic, with many people seeking a combination of practicality and reassurance from the brands they buy. Italian label Pangaia is a sustainable loungewear brand that’s proving to its shoppers an unparalleled commitment to comfort and sustainability.