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Sustainability

Why Fast Fashion Still Has Gen-Z’s Heart

The generation credited with leading the charge on climate activism and social justice is also propelling the growth of fast-fashion behemoths like Shein and Boohoo.
Frasers Group plans to integrate I Saw It First with its recently acquired Missguided brand.
Frasers Group plans to integrate I Saw It First with its recently acquired Missguided brand. (Courtesy)
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BoF PROFESSIONAL

I Saw It First, a UK-based online fast fashion brand, was able to pivot with lightning speed from going-out dresses to tie-dye sweatpants when the world locked down and back again as soon as restrictions eased. The company even managed to sell bikinis, denim shorts and form-fitting dresses from its

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