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1970s: The Start of Awareness

• Rise of Environmental Consciousness: The growing global environmental movement shines a light on the impacts of fashion's mass production and waste, sparking discussions on sustainability.
• Subcultures Lead the Way: Hippies and punks embrace sustainable fashion, challenging mass consumerism and setting new trends against social norms in fashion.

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1980s: Subcultures, Thrifting, Icons, and Fur

• Thrifting and Vintage Shopping: Fueled by the growing punk movement, thrifting becomes a fashionable and sustainable choice.
• Katharine Hamnett: Political activist and designer Katharine Hamnett begins her pioneering research on the fashion industry's socio-ecological impact.
• The Anti-Fur Movement: Ethical fashion gains momentum with campaigns against fur, marking early efforts to promote animal rights in fashion.

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1990s: Fast Fashion and its Discontents

• The Birth of Fast Fashion: The New York Times coins the term "fast fashion," highlighting Zara's rapid production system.
• Rising Climate Concerns: As awareness of climate change grows, some brands begin to use sustainability as a marketing strategy, leading to the phenomenon of greenwashing.
• Pioneers in Sustainability: Brands like Patagonia and People Tree adopt sustainable practices such as the exclusive use of organic cotton.

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2000s: Fast Fashion and the Slow Fashion Response

• The Rise of Fast Fashion: Despite a cultural shift towards sustainability, fast fashion brands flourish.
• Introduction of Slow Fashion: The detrimental impacts of fast fashion inspire the term and start of the slow fashion movement, advocating for ethical labor practices and environmental responsibility.
• Stella McCartney and GOTS: Designer Stella McCartney emphasizes sustainability as one of the first luxury brands to design with the environment at heart, while the Global Organic Textile Standard (GOTS) sets an internationally recognized benchmark for sustainable textiles.

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2010s: Tragedy, Turning Points, and Transformations

• Drastic Shift: From producing 95% of its clothes domestically in the pre-60s, the US sees this number plummet to 5% by 2015.
• Rana Plaza Tragedy: The collapse of the Rana Plaza factory in Bangladesh exposes the exploitive nature of fashion brands, fueling a global conversation on sustainable and ethical practices.
• The Rise of Ethical Fashion: The tragedy sparks a wave of sustainable and ethical initiatives and the founding of many more brands with sustainability at their core. Concepts like the circular economy gain mainstream attention.

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2020s: A New Era for Transparency and Accountability

• Demand for Transparency: Consumers call for greater transparency and accountability from brands, with ethics and sustainability becoming a key factor in purchasing decisions.
• The Resurgence of Thrifting: Second-hand shopping sees a revival, especially among younger generations, driven by sustainability.
• Innovation in Sustainable Materials: The industry sees an increase in the use of biodegradable materials and leather alternatives, reflecting a growing preference for eco-friendly and ethical fashion options.

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Looking Forward

• The sustainable fashion movement continues to evolve, with innovative materials, ethical practices, and consumer activism shaping the future of the industry.

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