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This case explores a trend in the clothing industry toward utilizing more organic fabrics. Long a
major polluter, clothing companies are realizing the importance and profitability of going organic.
It explores public resistance to organic clothing—including popular perceptions that organic
cannot be fashionable. It also examines the eco-friendly success story of Patagonia. While
reviews are mixed, there is no mistaking the green trend in the clothing industry, with increased
revenues every year and more organic fabrics available.
Questions for Discussion
1) What is driving the transition to more eco-friendly clothing?
2) What are the advantages of switching to environmentally friendly clothing production
3) What are the challenges faced by the fashion industry when making this switch?