An increasing number of young people are shunning both luxury products and mass-produced clothing.
"People want something genuine," explains Trevor Johnsson at Market Blue Analysis. "They want clothing that are made from natural materials and created by companies that place a high value on nature and the environment. But these products mustn't be presented as luxury items."
An increasing number of studies show that young people are tired of mass consumption and luxury products. They are moving away from the frenzy of technological development that negatively impacts the environment. This mindset is now beginning to affects the fashion industry.
"Young people today want simple clothes that are comfortable to wear and have a connection to nature," Johnsson continues.
How this will affect the clothing industry remain unclear.
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