A recent study by Boston Consulting Group reveals 50 per cent of Millennials believe brands ‘say something about who I am, my values, and where I fit in,’ while a recent Nielsen study found that three out of four Millennials – a coveted audience for any apparel company – are willing to pay extra for sustainable product offerings. Fashion brands that ignore the clear preference of Millennials for sustainable products and the business opportunity this presents do so at their peril.