As ecological crises become impossible to ignore, conscientious shoppers are seeking ways to limit their impact on the planet. Sneaker brand Allbirds is meeting demands for eco-friendly fashion by using sustainable components – but that’s not the sole reason it's developed a cult following.

Global fashion giant H&M is opening up its supply chain for customers to scrutinise in a bid to increase transparency across operations. As eco-consciousness ramps up, the industry has been looking to sustainability and transparency to avoid the ire of shoppers armed with new principles.

An investigation has revealed the human cost of Boohoo’s fast fashion empire, with factory workers in Leicester paid as little as £3.50 an hour in unsafe work conditions. As more people prioritise conscious consumption, the news highlights the importance of supply-chain transparency in fashion.

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?