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Overgaard tells me that the younger people he surveyed “lacked awareness of the sustainable options to the products they had been consuming from the fast-fashion producers”. Some ethical brands they may want to consider can be Finisterre, Lucy & Yak, Baukjen, They May Be, Community Clothing, Raeburn, Passenger, Rapanui, Ninety Percent, AYM, Form & Thread and Story MFG. Dr Lahtinen says the O-it online retailer and social media accounts will drive home the pre-sorting message whereas attracting a youthful demographic which will have never considered themselves op-shoppers.
- Their speedy provide chains rely on outsourced and often underpaid