Gen Z is broadly defined as the demographic born between the late 1990s and the early 2000s. For many brands, they are some of today’s most important consumers.

Students of Fashion and Apparel Studies at the University of Delaware told Just Style about their views on sustainable apparel sourcing. They seem to have a keen eye for greenwashing and a clear preference for transparency.

Previous research from True Fit has also shown that Gen Z consumers are keen to see retailers better communicate the carbon impact of their purchases and give them better information on sizing to help improve the buying process.

However, in the build-up to this year’s Black Friday event, research from AI platform True Fit found that the Gen Z consumers in the UK are expected to return the most items purchased during the sale period, followed by Millennials.

Despite the clear signs that younger consumers are more conscious of sustainability concerns than ever, the apparel sector still seems to be lagging behind expectations.

Academics from the University of Manchester argued that the fashion and sportswear sector needs some Government focus, as they estimated that one million tonnes of textiles are disposed of every year in the UK, with 300,000 tonnes ending up in landfill or incineration.

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By GlobalData

As more research will inevitably show that younger generations are increasingly concerned about sustainability, will governments start to take action? Or will brands start to pay attention to the concerns of their youngest consumers?

The week’s top stories on Just Style

What does sustainable apparel sourcing mean for Gen Z?

Students of Fashion and Apparel Studies at the University of Delaware share their views on sustainable apparel sourcing, what affects Generation Z’s shopping decisions, and what they make of fashion brands and retailers’ sustainability efforts.

Week in review: Turkiye apparel industry’s ambition to beat China

As Türkiye prepares to celebrate its 100th anniversary of being a republic, apparel industry stakeholders reaffirm their commitment to making the sector a key alternative sourcing destination to China amid ongoing geo-political tensions.

Impact of US trade policy’s ‘new direction’ on global fashion

American Apparel & Footwear Association (AAFA) president and CEO Steve Lamar explains how the changing direction of US trade policy under the Biden-Harris administration is impacting global fashion sourcing and supply chains.

Frasers Group buys German retail brand SportScheck, ups Asos stake

Sports Direct and Flannels owner Frasers Group is acquiring German retailer SportScheck and it has also purchased more shares in fast fashion online retailer ASOS, taking its holding to 22.7%.

H&M logistics shake-up sees new focus on Eastern Europe

Swedish fashion retailer H&M is reducing the size of its distribution centre in Hamburg, Germany, with plans to run a self-operated logistics centre in Eastern Europe.

Under Armour appoints Gap Inc veteran as chief supply chain officer

US fashion brand Under Armour has appointed Shawn Curran as its new chief supply chain officer after working at Gap Inc. for over 30 years.

Fashion brands pledge to aid Bangladesh with minimum wage rise

Global fashion brands call for a “successful conclusion” to the ongoing minimum wage negotiations in Bangladesh and admit they have a key role in terms of implementing responsible purchasing practices.

H&M issues $500m green bond deal sale to fund recycling, renewable energy

Swedish fashion retailer H&M has issued a green bond sale to improve the sustainability of its business.