By Don-Alvin Adegeest on 18 October 2019 for Fashion United

As the sustainability conversation evolves, the fashion industry is facing an uphill battle, with high volume production and insatiable consumer demand for newness no longer proving an environmentally viable model. From initiatives like Gucci's carbon neutral fashion show last month to H&M's Conscious Collection, brand marketers are visibly channeling their efforts, not solely because of altruism, but because enticing younger consumers who care about how and where their clothes are made is potentially big business. But as Retailers and brands are quick to describe their wares as "sustainable," it doesn't give consumers sufficient insight as to why it is better for the environment or indeed if it genuinely is.

article: The state of sustainability, a retail analysis