A study has revealed that people are most likely to engage in end-of-life repurposing of their used apparel rather than eco-led decisions at point of purchase. There is an opportunity to further engage people on sustainable fashion to help them make eco decisions earlier in their shopping journeys.

With its huge variety and low prices, Chinese fast-fashion brand Shein is getting into the hearts and pockets of Gen Zers across the US, Europe, and Australia. The fashion behemoth’s success points to Gen Zers’ contradictory behaviours of being eco-conscious while buying fast fashion.

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.

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?