Don't Mention "Sustainability"

Over time, the term “sustainable fashion” has become somewhat a stereotype, and is associated with certain brands, mind sets and lifestyles. Mostly, consumers that are attracted to brands labelling and marketing themselves as sustainable are “green consumers”: those who actively seek out environmentally friendly products. Therefore, many “non-green consumers” – and particularly those who do not have much knowledge on the subject – have exaggerated perceptions of it and do not feel a belonging to that “box”....

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