What is this about?Why does it matter?Why now?

According to the United Nations, if the global population reaches 9.6 billion by 2050, it could take the equivalent of almost three planets to provide the natural resources needed to sustain current lifestyles. At this rate, we’re burning through way more resources than we should be.

So it’s no surprise that one of the biggest challenges we’re facing is climate change, and this issue couldn’t be more pressing. This past year, amid a global health crisis and political upheaval, people across the world have been seeing life through a different lens and focusing on the issues that matter, including sustainability.

From trailblazing activists like Greta Thunberg going head to head with politicians on climate change to businesses reimagining their supply chains, it’s clear that sustainability is more than just a zeitgeisty conversation. Everyone, not just big businesses and the Greta's of the world, can make an impact with the decisions they make, like being mindful about what they put in their closet.

Many brands’ production processes aren’t optimized to minimize waste, which means they’re needlessly increasing their carbon footprints. And when it comes to a product’s afterlife, it can take up to 200 years for a garment to decompose in a landfill.

We must reduce our carbon footprints in order to address climate change, and the fashion industry has long been scrutinized for the role it plays in carbon emissions. For example, it takes 1,800 gallons of water to produce the cotton in a pair of jeans. Many brands’ production processes aren’t optimized to minimize waste, which means they’re needlessly increasing their carbon footprints. And when it comes to a product’s afterlife, it can take up to 200 years for a garment to decompose in a landfill.

According to a recent survey conducted by IBM and Morning Consult, respondents understood that fashion has an impact on the environment. But despite their concerns, they spend less than two minutes researching a clothing product’s sustainability before purchasing. And while Gen Zs have been said to be the most sustainably woke, a Vogue Business survey says otherwise. In it, more than 50% of Gen Z respondents said they purchased most of their clothes from fast-fashion e-tailers. Unfortunately, the average customer has a very limited understanding of fashion’s impact on climate change and isn’t doing much about it.

That’s why we partnered with Allbirds, a sustainable fashion brand that successfully integrates sustainability across its business, to launch Waves of Change. This collaborative annual platform is about giving you the information and tools you need to take action and rethink how you consume.

In this space, we’ll be spotlighting thought leaders in the fashion industry who are at the forefront of sustainability to demonstrate the positive impacts they’re making. We’ll also have a comprehensive guide that facilitates taking immediate action.

Teaming up with Allbirds allows us to unite our mutual mission of driving important conversations around sustainability in fashion, and amplify the best sustainable practices in the industry with one goal: to inspire real change. In fact, Allbirds has already taken steps in the right direction. For example, they've been transparent about its environmental impact by putting nutrition-like labels on products that break down its carbon emissions. This type of accountability keeps it on track to achieving its goal of being a carbon-negative business (one that actually leaves the world cleaner than it was), but also promotes a broader dialogue around the role all of us play in lowering our impact on the planet. Together, Highsnobiety and Allbirds are leveraging our platforms to facilitate critical conversations to educate, inspire, and build a better future where everyone takes action.