The eco-friendly clothing revolution is growing stronger by the day, says Jon Klein.

The customer has proved to be king. And queen. The choice of consumers is driving the movement for sustainable, eco-friendly material in their what they wear, whether it be apparel or footwear.

Today, industry players are asking each other what their brand's eco story is. Ultimately, the answer comes down to how brands tell their story or go about branding, versus compelling the consumer to participate in it through brand marketing.



Leading clothing and footwear brands such as H&M, Patagonia, GAP and Timberland are taking advantage of consumer preferences by listening to the voice of the consumer.



Whether they are offering haute couture or athleisure, functional or lifestyle products, brands are rapidly adopting and promoting eco-friendly material to strengthen their identity and highlight their social responsibility.