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Agenda-setting intelligence, analysis and advice for the global fashion community.

When Marketing Gets Political

Rothy’s is running a marketing blitz in support of a New York state recycling bill, a sign of fashion’s shifting relationship with politics and advocacy.
A woman sits under a cherry blossom tree wearing Rothy's shoes and reading a paper with an ad for the New York Bottle Bill.
Footwear brand Rothy's is throwing its marketing clout behind an update to the New York state bottle bill. (Rothy's)

Rothy’s

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Further Reading

Fashion’s Age of Self-Regulation Is Over

The idea that businesses will willingly sacrifice profit to reduce pollution and improve labour conditions is a “convenient fantasy.” But beefing up government oversight is a messy and slow process.

Chasing the Holy Grail of Circularity

Fashion has yet to crack industrial-scale recycling technologies that can keep clothes out of landfill. But there are solutions on the horizon, says Edwin Keh.

About the author
Sarah Kent
Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

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