Fast fashion gets a bad rap, but there are players in the field using their mass-appeal to share positive messages. Enter Monki, Hennes & Mauritz AB’s youth-oriented women’s brand, which has mastered marketing sustainability to Gen Z, through irreverent, colorful campaigns with meaning.

“We believe our customers share our brand values of being kind to the world and empowering the young people in it. In our social channels we can see an online community of Monki customers who really do care about making conscious choices and working towards a better future, together,” the company said.

In terms of sustainability, denim is a jumping off point for the brand’s exec and design team, which, as of late, has tapped into ’90s denim trends like mom jeans, oversized denim jackets and button front denim dresses. “We’re known for our fantastic jeans and we’re proud to say that every pair is made with 100 percent organic cotton,” the company said.

Monki currently measures the environmental impact of every denim style it has using the Environmental Impact Measuring (EMI) tool. It takes into account how much water and energy goes into making Monki’s denim, as well as the chemical usage and the health and safety of garment workers.

“Our goal is to score 80 percent green (low impact) and to have no red-scored styles. During the past couple of years, we’ve scored 70 to 75 percent green,” the company said. And when it comes to other cotton products, one of Monki’s main goals is to use only sustainably sourced cotton by 2020, but the company said it aims to fulfill this earlier than expected.

In addition to offering on-trend, sustainable denim, the brand shares water- and energy-saving tips for at-home care and promotes circularity with its in-store recycling through its Monki Cares program.

“In simple terms, Monki Cares is about making our business more sustainable, and doing this is much more than just using organic cotton,” the company said. “Our ongoing Monki Cares project aims to communicate ways for our customers to be more sustainable in everyday life. Through the use of inspiring visuals and great fashion we have created easy tips inspired by real life for how to be more sustainable. We want to close the fashion loop and expand the lifespan of our garments.”