Marshal Cohen, Retail Snalyst at NPD Group says shoppers are placing a higher value on where their clothing comes from and how it’s made. They will even spend 10 to 15 percent more on ethically produced clothing. The younger generation, in particular, is willing to pay for the responsibility factor because they’re not buying as much stuff in the first place.

Patagonia has been leading the way by encouraging people to repair, reuse and consider the environmental impact of its apparel. In late 2016, it launched re-collection, an apparel line made from recycled fabric. Cory Bayers, Patagonia’s VP, Marketing says the brand is sold amazingly well so far and customers are more educated about materials, and this is the reason they are buying more of our products.

Patagonia also provides repair guides so people can get more mileage out of their clothes, and they also can send the company damaged clothing for free repairs or recycling. Students could bring garments, regardless of brand, to a vintage wooden camper truck for repair. Transparency is being adopted by ecommerce sites as well. Take Everlane for example, for every piece of clothing sold on its site, Everlane lists the materials, hardware, labor and transportation costs, and provides info on production, including photos of the workers and factory floors in China where yarn is spun or silk is woven. Michael Preysman, CEO and Founder of Everlane says, people are more aware how clothes are made today because of social media, and, as a result, they know what the dark side is.

Mainstream brands like New Era, which recently launched a cap for NBA’s Portland Trail Blazers made with recycled plastic bottles, also are embracing the trend. People have a lot of hats in their closet, so when they’re purchasing another one, it really helps that materials are making a difference says Chi-Kay Lam, Senior Category Manager, at New Era.