Millennials have driven the sustainability movement, but many are still in a “pre-awareness phase” about ethical fashion. Campaigns like the Fashion Revolution are looking to change that, and “make sustainability cool.” Instead of shaming consumers for buying un-ethical clothing, the project asks them to be empowered and informed by asking brands #WhoMadeMyClothes on social platforms. During the anniversary of the Rana Plaza disaster last year, the topic trended globally, and the co-founder reports, “brands interpreted each…tweet as representative of 10,000 other customers who felt the same.” (Forbes)
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