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

Sustainability Takes a Back Seat, Even at Sustainable Fashion Brands

In a challenging market, a generation of brands that helped pioneer ‘sustainable fashion’ are shifting their sales pitch, letting design, not values, do the talking.
An Asket campaign covers a shop window with messages for shoppers to consumer less.
For the last decade, Swedish slow fashion brand Asket’s marketing has revolved around encouraging shoppers to consume less. In a challenging market, it’s switching tack to focus on its product first. (Asket)

Since its founding ten years ago, Swedish slow fashion brand

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Further Reading

Can Brands Still Make the Case for Sustainable Fashion?

In a climate where consumers are wary of greenwashing and a backlash against “woke capitalism” takes shape, brands peddling sustainability messaging have to treat the topic with a degree of irreverence and put the product first.

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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