Every popular movement with adverse effects has an anti-movement, and Fast Fashion's anti-movement emerged in the form of 'Ethical and Sustainable Fashion'.

Ethical and sustainable fashion has been around for more than 20 years. Since the Rana Plaza collapsed in 2013, the Fashion Revolution movement originated in order to raise awareness about sustainable fashion and fair practices. The movement has helped educate people and show them how polluted and cruel the fashion industry became over the years, especially the fast fashion brands like HnM and Zara. The movement uncovered issues like the unsafe practices at the workplace, low wages, sexual harassment, pollution among many others. 

The first sustainable fashion brand was 'People Tree' ;it is a Japanese brand and was launched 27 years ago.

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