Single-use plastic pledge welcomed by surfers

The fashion industry is the world’s second largest polluter behind big oil, and is responsible for around 10% of global greenhouse gas emissions. There are a number of contributing factors to this problem, ranging from “fast fashion”—a model based on producing low-cost garments intended to be worn only a handful of times—to disposal of luxury overstock merchandise.  Consumers today are increasingly conscious of environmental issues. Younger generations in particular have a clear preference for environmentally friendly products—74% of millennials and 62% of Generation Z are willing to pay more for sustainable goods. Thankfully, consumer demand has caused a discernable and welcome shift towards sustainability in the fashion and apparel industry.