The Rise of Green and Sustainable Clothing: A Moat for Brands in the Age of Millennials and Gen Z

The paradigm shift towards sustainable consumption is reshaping the fashion industry globally. Thispaper delves into how green or sustainable clothing serves as a competitive moat for brands, especiallyas Millennials and Gen Z increasingly prioritize environmentally friendly choices. Initially a trend indeveloped economies, this preference is now palpable among Indian consumers as well. This researchexplores the drivers behind this shift, the impact on brand strategies, and the future implications for thefashion industry. This paper aims to provide a comprehensive understanding of the growing importanceof sustainable fashion among Millennials and Gen Z, with a specific focus on the Indian market. Byexploring consumer behavior, brand strategies, and future trends, this research underscores thesignificance of sustainability as a strategic imperative for fashion brands