Denim is deemed to have one of the most culpable environmental and ethical footprints in the fashion industry. The fashion industry as a whole has one of the biggest environmental footprints and due to fast fashion and a rise in trends consumers are buying less durable clothing for a cheaper price. However, products such as jeans are wardrobe staples and are durable products. I therefore purpose a business, which will prolong the life of a staple item and allow consumers to get involved with the making process of their garment. My business will offer a product, which will be premade customized jeans and a service of customizing your own jeans. This concept will create creative paid placement opportunities, ensure sustainable attitude towards clothing and promote durability and creativity.
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