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The Anglo-Japanese brand People Tree was the first fashion company to receive the World Fair Trade Organization product label in 2013. [47] The concept of slow fashion has been criticized. To stop consuming "fast fashion" strikes against low-income consumers whose only means to access trends is through cheap and accessible goods. [48]
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In 2018 the fashion retailer H&M ended up with $4.3 billion of unsold merchandise. [61] Other retailers, such as Patagonia, have made efforts to create more sustainable clothing by using eco-friendly materials, such as organically-farmed cotton and polyester made from recycled plastic bottles. [62] [63]
Sustainability brands are brands that undertake sustainable practises in the workings of their business and champion them.. They then use brand communication tools to convey these benefits to their end consumer hence enabling then to make conscious decisions while being associated with or buying from that brand.There are several techniques to communicate this.
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