We are living in a world where retailers are transforming their business models towards a paradise of service and personalization to gain competitive advantage with less loyal customers. It is a world where customers can order a product online and have it at home in less than 30 minutes. Tonnes of plastic and cardboard waste generated by this delivery whirlwind are a result of these forces. According to the World Bank, the apparel segment makes up 10% of humanity’s carbon emissions. Fast fashion has increased clothes “consumption” by making fashion accessible to the masses and increasing the demand for new garments to an unsustainable extreme. It takes about 7,500 liters of water to produce a single pair of jeans, which is equivalent to one person’s drinking water for seven years. Impressive figures when we look at the various jeans in our wardrobes.