Junior González, senior strategist, Middle East for Imagination
The concept of fast fashion always seemed to be based on good intuition. After all, why shouldn’t we bring stylish options to the masses that virtually everyone can afford, while still keeping up with the latest trends and customer desires? After all, it’s about democratising the most sought-after garments – from glasses to shoes, cardigans to streetwear.
However, the underbelly of fast fashion was less-than-ideal factories, with loose worker rights, lower quality pieces that would be thrown out more quickly, never-ending intellectual property battl
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