The author, after a year of buying only five new clothing pieces to promote sustainable fashion, recognizes the challenge many face in merging fashion with environmental consciousness. A report from Zalando highlights that while 74% of individuals wish to dress sustainably, 39% find sustainable garments too costly and 27% struggle to identify them. The report underscores the complexities of green fashion: vague claims, supply chain issues, and a resistance from brands to promote their initiatives amidst fears of greenwashing. Despite widespread awareness of the fashion industry's negative impact, consumers face dilemmas on how to shop sustainably without exacerbating these issues.
The report released by multi-brand retailer Zalando found that 39% of consumers find sustainable garments too expensive and 27% say they are hard to identify.
Almost two decades after sustainable fashion entered mainstream discourse, most people have some awareness of the industry's environmental impact.
Despite everyone's best intentions, it's not clear where and how to shop with a reduced impact, as indicated by recent data.
People are more engaged than they're often given credit for, says Pascal Brun, Zalando's vice-president of sustainability and D&I.
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