Four clothing businesses that could lead us away from the horrors of fast fashion

By Elaine L Ritch, Senior Lecturer in Marketing, Glasgow Caledonian University

It makes no sense to keep exploiting natural resources to feed an ever-consuming market, but this remains the nature of high-street fashion. Resources are finite - as is the space for landfill - but too often clothes shopping is about buying cheap soulless garments that end up being thrown away and not recycled.

The modern fashion business is too often about forgettable commodities that exist solely for the sake of consumption. And in 2020, online…

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