Amid global turbulence, shoppers have become more conscientious about workers’ rights and environmental justice – values they want to see translated into all aspects of their lives, including their consumption. How can brands make genuine efforts to provide their audiences with greater transparency?

Ecova is weaving in storytelling with its sustainable fashion offerings, educating shoppers on textile waste and greenwashing. As consumers become more aware of overproduction, they want brands to support them in their journey towards a greener future, and textile waste is a great place to start.

The growing backlash against fast fashion is proof that people are losing patience with wasteful business models. Yet while resale markets and upcycling efforts are helping to extend the life of garments, some are demanding more action from the industry to prevent the creation of textile waste both in the production phases and post-purchase.