In a world where consumers are increasingly concerned with sustainability, questions about the origin of products are gradually becoming a part of the purchase decision.

In a world where consumers are increasingly concerned with sustainability, questions about the origin of products are gradually becoming a part of the purchase decision. Mature consumer markets are undergoing a quiet revolution where buyers are interested in product stories and are beginning to demonstrate a preference for responsible products. Do you carry a recycleable bag for groceries? Use green detergent or recently changed a flight connection to minimize your carbon foorprint? If you find yourself nodding to any or all of these examples, you are part of this revolution and The IOU Project is betting that you will extend this consciousness to what you wear.

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