The Problem

With the constant evolvement of fashion and the frequency of tastes transforming (Orendorff, 2021) the industry heavily relies upon the business model of the cheap and rapid production of clothes (Mulhern, 2020):

1 OUT OF 2 PEOPLE THROWS AWAY CLOTHES THEY NO LONGER WEAR, WHICH MAKES UP FOR "64% OF THE 32B GARMENTS PRODUCED EACH YEAR END UP IN LANDFILL" (EDGE FI, 2019).

Researchers noted that 42% of consumers chose E-commerce brands depending on their sustainability (Coppola, 2021).

HOWEVER, 48% OF CONSUMERS ARE UNSURE WHERE TO FIND SUSTAINABLE BRANDS THAT ARE NOT GUILTY OF GREENWASHING (GENOMATICA, 2021).