Environmental sustainability has become important in the fashion industry.  More and more brands are going green, and more and more customers are growing conscious of the clothes they buy.  With this, “eco-friendly” has become a selling point for clothing companies.  This is happening because brands are responding to the customers’ demands, not the earth’s.  Brands aren’t trying to take fault for the apparel industry’s damages to the earth, they are simply using the rise of environmentalism as a marketing tool.