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Report: European Millennials Will Pay for More Sustainable Fashion

Rivet’s 2021 winter issue has dropped! This in-depth issue examines the steps the global denim industry is taking to minimize its impact on the environment, from implementing zero waste production and design processes to establishing greenhouse gas emissions goals aligned with the Paris Agreement.

If marketers haven’t been able to crack the code of millennial shopping habits, it hasn’t been for lack of trying. But the majority of Europeans aged 18 to 30, at least, seem to lean toward greener fashion. They’re willing to hand over extra for it, too. Indeed, of the 283 mostly young adults polled across…

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