In direct correlation with an increased appetite for sustainable apparel amongst consumers, brands are doing more to improve their environmental credentials. There is, however, according to The NPG Group, still a long way to go in order to sufficiently educate shoppers on the nuanced issues surrounding sustainability in the fashion industry. An increasing number of consumers are said to be seeking out sustainably-produced apparel; a statement supported by the NPD figure that nearly a quarter of US adult consumers claim to have purchased ‘sustainable apparel’. There does still, however, appear to be a gap between brands’ sustainability initiatives and customer understanding of such efforts.