The fashion industry brings with it many environmental, social and governance (ESG) concerns. It is the second largest polluter in the world after Oil and Gas—producing more greenhouse gas emissions than international flights and maritime shipping combined. Ethical concerns for factory workers are also well known. Fast fashion, an accelerated way of producing a high volume of low-cost garments, is making these concerns grow exponentially. However, there is a new breed of consumers emerging. and it has been compounded by heightened engagement in sustainability during the pandemic. The consumers of today want to be educated about what goes into production of the garment they are buying, and wants to support ethical, environmentally friendly clothing—but will they put their money where their mouth is?