Tøjindustrien arbejder i disse år på at forene de to ord, som kan synes modstridende, da branchen er den næstmest forurenende på grund af det massive forbrug af vand, kemikalier, energi og andre af klodens ressourcer.
3625 liter vand og 3 kilo kemikalier er blot nogle af de ressourcer, der skal til for at fremstille et par jeans. Derefter skal tøjet transporteres med skib, fly eller lastbil fra én verdensdel til en anden, hvilket kræver brændstof og udleder CO2.
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