Green is Good: IP considerations for sustainable fashion brands

The climate crisis is changing consumers’ purchasing decisions, which in turn is affecting every aspect of the fashion industry supply chain. The UK is currently the largest purchaser of clothes per capita in Europe, with around 300,000 tons of used clothes being buried in landfill or burned each year. Understandably, many eco-conscious consumers are looking for circular solutions to reduce their wardrobes’ burden on the planet. This is especially prevalent among younger consumers who prefer to buy from sustainable brands and are willing to pay more for the privilege. Fashion brands are responding to this demand by making sustainability a core part of their business models and IP considerations.