Gen Zers are often described as the eco-conscious generation, but despite growing pushback against fast fashion brands, ecommerce giant, Asos, has remained resilient over the last year, bringing affordable fashion to a large proportion of young consumers.

Young people can find themselves conflicted between the abundance of styles afforded by fast fashion and its negative impacts on the environment. But with the rise of second-hand fashion and eco-conscious lines, an overwhelming amount of young people are feeling the itch to ‘ditch fast fashion’.

Expressing objections over poor working conditions and environmental harm, fashion hunters have grown increasingly wary of and frustrated by the business practices and legacy of fast fashion. However, the continued desire for affordable yet stylish clothing that satisfies the post-lockdown craving for ‘normality’ means that many are unsure how to turn fast fashion disdain into a more eco-friendly wardrobe.

Amid greenwashing tactics and hiked-up prices, shopping sustainably isn't always the most convenient option. To help people out, Primark has launched an in-store recycling scheme that stands as an example to other brands of how to prioritise progress over profit and competition.