The Drive Behind the Rising Demand for Ethical Fashion
When the world came to a slight standstill in 2020, people had the time to think deeply about their choices. What had until then been, at best, a niche thing, environmentalists knew, exploded into the mainstream- the reality of fast fashion.
When supply chains stopped, people asked where their clothes actually came from. When workers protested, everyday consumers woke up to the reality of pennies paid for day long back breaking work and other inhumane work conditions that garment workers faced. While artisans didn’t need support from influencers, social media and news portals did show how traditional crafts were being slaughtered. All this and more, including the reality of what happens to clothes sent for recycling, made people realise the true cost of the trendy buy now, throw tomorrow mentality that fast fashion encouraged in us.
And once the consumers saw the reality, they demanded change. A few years ago, a LinkedIn survey showed that 50-80% of consumers wanted ethical alternatives, even if many didn’t actually purchase from those ethical brands. Whether the issue was price, access, style, size or something else demanded a deeper look, all of which helped the growth of the slow fashion industry, even if till today it’s misunderstood. Creators speak openly about how an item being artisanal or handloom doesn’t automatically become ethical unless the raw materials are sourced mindfully and fair wages are paid. Yet others share options like thrift stores and factory discards, despite some saying these simply hold up fast fashion. And the 2025 personalisation urge revived upcycling, while even celebrities brought reuse and heirloom fashion into the mainstream.
All this shows that the demand for ethical fashion is growing. More and more people are turning to brands that use sustainable materials, such as vegan, natural fabrics. While recycling is encouraged, there is information showing the harm of recycled polyester and alternatives to high-intensity fabrics like leather are flooding the market, and these are not plastic-based.
All this is possible because Gen Z is encouraging ethical consumption, where shopping isn’t seen as a leisure activity but as a means of supporting brands that align with our values and the kind of world we want to build. Climate change awareness, alongside rising information about social inequalities are driving a change in how people dress and repair, showing that despite people pointing out the flaws in it, when it comes to clothing, the newer generation is returning to the idea that clothes reflect values and personality more than trends.
This change isn’t limited to clothing but also other areas of fashion as well, including belts, shoes, and jewelry. Men’s fashion might seem to be lagging behind in its turn towards ethical materials, but companies are coming up to clear that gap, and there is always the option of supporting local tailors instead of big polluting corporations. Style is increasingly becoming a personal statement, a stand against one of the most polluting industries in the world, aka fast fashion, and an expression of one’s self and what they stand for. While some question whether such brands can ever make a profit and if they do make a profit, then can they truly help reduce consumption, there is no denying that citizens want better. As the well-loved slow fashion brand with its own takeaway and recycling program, Wear Equal says, fashion is activism. In 2026, nothing rings truer for those choosing slow fashion for people and planet.
