Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

The collapse of Rana Plaza in 2013 exposed the painful human cost of fast fashion, compelling many retailers to change factory policies. Some entrepreneurs have seen a gap in the market for feel-good garb, but does ethical clothing represent as large an opportunity as some in the industry claim?

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’.