Young shoppers are opting for longer-lasting, more practical clothing—at the peril of fast fashion retailers. Patagonia is leading the pack, with sales that have quadrupled in the last decade and doubled to $800 million from 2010 to 2016. The North Face, Fjällräven, Dickies, and Birkenstock have also seen success with young consumers in recent years. Sixty-eight percent of 18-35-year-olds told us they’d be more likely to buy an item labeled “durable,” and the trend shows in their shopping choices. (Business Insider)
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