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While the term ‘eco-friendly fashion’ once conjured up images of amateur hemp-based designs, sustainability has become a sought-after credential for luxury shoppers. Nearly three-quarters of Gen Yers and Zers, and 51% of Boomers, say they’re willing to pay more for sustainable goods and services, and these attitudes are bolstered by the feel-good aspect of saving the planet. In the US, 78% of consumers say they feel better when they buy sustainable products; as a result, brands and shoppers alike no longer feel like they have to compromise when it comes to ethical luxury. Whether they’re hunting for a vintage piece at Miranda July’s Selfridges charity shop, or trawling a Swedish mall for ‘upcycled’ goods, people are discovering how to get the most out of their available resources.