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.

The pandemic highlighted the unsustainability and unethical practices of the fashion industry in India, leading many consumers to seek homegrown eco brands. Doodlage places zero-waste and upcycling at the core of its model, catering to a growing demand for secondhand clothing and one-of-a-kind style.

Japanese clothing brand Uniqlo is expanding its sustainability efforts through in-store repairs at its biggest US store, to appeal to conscious consumers. Customers can pay $5 to have their Uniqlo items mended, helping them avoid unnecessary waste and making the brand feel like a good investment.

As people become more aware of the environmental impact of their consumer habits, there is a greater incentive to buy second-hand. Adopting principles of the circular economy, Twig has launched a free banking app that allows users to trade their pre-loved goods for instant cash.

Asda is launching a second-hand and vintage section to reduce textile waste and support sustainable fashion. By merging the offerings within existing stores, as well as providing discounts for shoppers who recycle textiles, Asda is making it easier for people to trial sustainable fashion habits.