Allbirds has released a high-top shoe with a carbon footprint of 0kg CO2e – along with its production toolkit – to inspire the industry to adopt more sustainable design methods. Brands are being compelled to disclose more due to consumer demands for transparency, but trust is still a problem.

Woola offers a solution to plastic pollution and wool waste by converting leftover wool into eco-friendly packaging, winning it the 2023 LVMH Innovation Award in the Sustainability & Greentech category. With supply chains under scrutiny, brands are having to innovate to satisfy discerning shoppers.

Disillusioned by political inaction on climate and social issues, many young Britons are placing their trust in brands to support them in their pursuit of holistic sustainability. How is this manifesting within fashion? And what can brands do to break Gen Z’s addiction to fast fashion?

Reformation has won the adoration of fashion fans, from celebrities to everyday people, with its sustainable clothing and playful marketing. As ‘Reformation girlies’ take over social media and build an engaged fandom, what are the key learnings from the brand’s social-savvy strategy?