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3 Ways Gen Z is Seeing Sustainable Fashion Get Reinvented

From upcycling merch to repurposing deadstock fabrics, influencers, celebs, and next gen designers are pushing fashion toward sustainability…

Written and Edited by the YPulse Editorial Team

Mar 19 2026
North America

KEY TAKEAWAYS

A 10-year-old designer Max Alexander and his eco-material Paris runway collection hints at Gen Alpha taking sustainable fashion into their own hands
Cassey Ho of Blogilates launched an upcycling project turning dupes into DIY kits
Billie Eilish pushed for sustainability by turning unsold concert T-shirts into new apparel and materials

It’s no secret that even though Gen Z cares about the environment, they don’t always shop sustainably. More often than not, they’re stuck in a “cause conundrum,” trying to balance their values with what they can actually afford. But the intention is still there. YPulse has found that young shoppers still want to make eco-friendly purchases when they can: YPulse’s Sustainability report shows 72% of both teens and young adults would rather shop from a sustainable brand than a fast fashion one. Which is also why they’re looking to brands to step up and make those choices easier. According to...