Last week we highlighted Burberry’s new stance on sustainability. Back in May, the brand participated in the Make Fashion Circular Summit, joining other big names like Gap and Nike in pledging to take better care of the planet. Since then, we’ve seen other large players follow suit: Adidas pledged to only use recycled plastic by 2024, saving 40 tons of plastic a year and Kering’s Chief Sustainability Officer, Marie-Claire Daveu, recently said the conglomerate plans to have “100% traceability [of manufactured goods] by 2025”, reducing their overall environmental impact by 40%.

Once swept under the rug, these issues have become table stakes for fashion companies. Over a quarter of luxury brands highlight sustainability on their sites, according to Gartner L2’s Digital IQ Index: Fashion. Stella McCartney saw a 71% lift in engagement from Instagram content featuring sustainability, proving that the new luxury shopper is environmentally conscious.

However, it’s the disruptors who are catching on fastest. New companies are leading the way for entirely sustainable business models: For Days allows customers to continuously circulate old clothing with stains or rips for new refreshed basics, while Atelier & Repairs takes existing pieces and updates them with a twist. Reformation even releases a “quarterly sustainability report” to prove it’s not all about profits. The brand’s cheeky tagline, featured in all its email pre-headers, is “Being naked is the #1 most sustainable option. We’re #2.”

On October 24, Everlane will launch ReNew, a line of 13 new outerwear styles made from three million plastic bottles. A leading disruptor known for transparency and attracting millennials, the brand will likely see an impact not only on the environment, but also on its bottom line.

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