The fashion industry’s latest trend is street wear, a style that takes inspiration from urban culture and hip hop music. Original streetwear brands like Supreme, Bape, Stussy and Kith rely on exclusivity and brand recognition to maintain high resale value. By limiting production and distribution, they can keep prices up while also creating hype around new releases. The tight-knit, cult-like relationship between streetwear brands and their customers makes them popular amongst millennials and Generation Z.

While this may seem like a positive development for fashion, it can also be harmful to the environment. According to PwC’s Pulse of the Fashion Industry 2019 report, the clothing and footwear industry uses millions of gallons of water, virgin materials, pesticides and micro-plastics every year. The industry’s use of these resources is one reason why fashion has such a high impact on the environment.

Streetwear’s rise has subverted the way fashion trends take off, turning it into a bottom-up phenomenon where consumers determine what’s cool by voting with their wallets. This has made it harder for luxury fashion brands to create a distinction between their clothes and mass-market products. However, it has also empowered customers to find and shop niche designers who sell an ethos beyond product alone.

When it comes to a streetwear outfit, it’s important to choose a silhouette that fits your body type. Teenage boys don’t need to stress their shape, so looser cuts work well. For women, fitted tees are the best option. Then, you can layer on a casual blazer or bomber jacket to elevate the look. Finish off the outfit with a pair of jeans or cargo trousers and some trainers. If you’re looking to take your streetwear outfit to the next level, a dad hat with a colored logo or a classic baseball cap will add some flair.

To truly be sustainable, streetwear brands need to start thinking about the entire life cycle of their products. Instead of simply using virgin materials and dumping them into landfills, they need to consider how they can reduce their carbon footprint by improving the energy efficiency of their factories, making their products from organic cotton or recycled textiles, or investing in circular systems that reduce waste at the design stage.

Finally, a true sustainability message must be communicated to the customer. When we surveyed our Pulse of the Fashion Industry participants, 70% of respondents said that they prefer brands that promote social awareness and sustainability. This is a huge opportunity for streetwear to become a leader in sustainability, but only if the industry starts taking its message seriously.

The most successful, environmentally responsible streetwear brands realize that they’re not just selling clothes — they’re selling a lifestyle and ethos. The most discerning shoppers will be those who aren’t willing to let hype dictate their tastes and who prioritize quality over quantity. They’ll know that the newest drop and collab isn’t worth the price tag when they have something better at hand.