Consumers want to feel like they're having a positive impact on the environment, so retailers are focusing on eco-friendly fashion made from sustainable materials

As all-natural alternatives continue growing in popularity, consumers are more aware than ever of where their clothes come from. This has led brands to upgrade their eco-friendly measures to make their wares better for the planet and all of its inhabitants..

As PSFK identified in recent research into transparent and sustainable fashion, retailers are taking initiatives that inform the consumer on the production process of products, as well as decrease the toxic chemicals that go into typical clothing manufacturing. From releasing collections made from all-natural resources to creating programs to educate, here is how fashion leaders Nike and Primark are turning the fashion industry eco-friendly.

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