How Clothing Brands Are Embracing Transparency to Meet the Growing Demand for Sustainable Apparel

Patagonia, Everlane and PACT lead the trend

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Much like current trends in food consumption, shoppers are placing a higher value on where their clothing comes from and how it’s made. They will even spend 10 to 15 percent more on ethically produced clothing, according to Marshal Cohen, retail analyst at NPD Group.

“The younger generation, in particular, is willing to pay for the responsibility factor, because they’re not buying as much stuff in the first place,” Cohen said. “They want to buy things that are good for the environment and are going to last.”




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This story first appeared in the May 1, 2017, issue of Adweek magazine. Click here to subscribe.