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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Brands Still Make the Case for Sustainable Fashion?

In a climate where consumers are wary of greenwashing and a backlash against “woke capitalism” takes shape, brands peddling sustainability messaging have to treat the topic with a degree of irreverence and put the product first.
An image of Allbirds' Mo.onshot shoe.
After a two year wait, Allbirds is finally releasing its zero carbon shoe, but in a climate of sustainable fashion fatigue and a "woke capitalism" backlash. (Allbirds)

A little under two years ago, footwear brand

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Further Reading

What’s Behind the Slow Fashion Recession

The closure of Mara Hoffman and other brands that built ethical consumption into their business models is raising questions about whether there’s room in the market for brands that put sustainability first.

About the authors
Sarah Kent
Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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