For my product ideation I’ve chosen colour changing clothes as a step towards sustainable environment. The fast fashion brands has led the consumers to purchase more than what is required and the brands to produce more than what is actually needed in the market. I’ve been reading a lot of posts and hearing a lot of news about the impact of fast fashion on our environment but little did I know, I was one of them.
American eagle is working towards a sustainable environment but is it actually legit? Sustainability has become a major trend in 2021. Many brands like H&M, Zara and Uniqlo have shifted towards sustainability but they are still mass producing clothes even if they are using a sustainable fabric but when a brand focuses on creating and selling enormous quantities of clothing, it is not contributing anything towards a healthy environment. There is so much noise and so much happening around sustainability that we’re not even sure, what’s real and what’s fake?!
Devyani Keswani 