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As consumers became more environmentally conscious, the fashion industry faced scrutiny for its ecological footprint. The 2015 Paris Agreement and subsequent climate change awareness campaigns sparked a wave of sustainability-focused initiatives. Brands like Patagonia, Reformation, and Everlane led the charge, incorporating eco-friendly materials, reducing waste, and promoting recycling. The concept of "fast fashion" was increasingly criticized, and consumers began to prioritize sustainability when making purchasing decisions.