Introduction: As the concept of limited edition ?drops? continues its reign of unrivaled hype and propaganda, streetwear brands are rapidly infiltrating the world of ethical luxury. The real cost of fast fashion is the threat it poses to the environment, sustainability being a fast fashion antithesis, and streetwear being the latest addition to the global ethical fashion agenda, is at the intersection of fashion, ethics, and corporate social responsibility.

In 2017, millennials in the US alone spent about $200 billion on apparel and it was estimated that by the end of 2018, they had more spending capacity than any other generation in history. According to the State of Fashion 2018 report by BoF & McKinsey, sixty-six percent of global millennials are willing to spend more on brands that are sustainable and follow ethical practices. The data undoubtedly reveals the growing impact of the on-going sustainability movement and the ensuing war for market dominance among ready-to-wear brands. Gabriella Hearst and Sustainability
Reminiscent of the surf and skate culture, streetwear encompasses elements of sportswear, hip hop, punk, and Japanese street style fashion – allowing consumers to celebrate different aspects of society, psychology, culture and the arts. As a result, commercial streetwear brands have displayed a focussed effort to appease the Gen-Z agenda and match millennial moral values. This has led to a radical shift towards adaption of ethical practices, the ...