Sustainability is the new fashion must-have

Sustainable sourcing at scale is the fashion industry’s new must-have. Since 2016, searches for the Instagram hashtag #sustainablefashion have increased fivefold. More than half of the world's purchasing executives in the fashion industry consider sustainability to be one of their most important business strategies and it has become an increasingly important issue for consumers and governments. Accordingly, the range of sustainable fashion products is growing fivefold every year. However, its share of the overall market is still low: less than 1 percent of the products released in the first half of 2019 were labelled as "sustainable". This is what McKinsey’s chief purchasing officer (CPO) survey 2019 “Fashion’s new must-have: sustainable sourcing at scale” recently found out.