I'm Imran Ahmed, founder and CEO of the Business of Fashion, and welcome to the second season of Drive, delivered by D.HL.

9 out of 10 Gen Z consumers believe companies have a responsibility to address societal and environmental issues.

So sustainable business practices are rapidly evolving from simple branding and marketing fodder

into real authentic values built right into the DNA of business models of some of fashion's most exciting new companies

founded by the industry's most dynamic entrepreneurs.

Across these six episodes, we'll meet inspiring individuals, including Allbirds Tim Brown,

Sustainable Pioneer Eileen Fisher, Nikolai Refstrapp of Ghani and Reformation's Yael Aflalo

to share the lessons they learned and the mindsets required to create a sustainable fashion business today.

There's a global customer, a young global

customer that all cares about the same thing, that is starting to demand to know the provenance

of the things that they wear and buy, and that customer has the same empathy and urgency for the

impending environmental crisis wherever they live. The biggest and most important thing with sustainability,

I mean, I feel like, yes, it's super important to have a holistic approach.

But you also think about, okay, what are the one or two things that I can do

that are going to have the biggest impact for the smallest lift?

And like, that's really how we think about it, and that is fiber.

Looking back, I think it's not that we did anything outrageous, but we had one thing that

I think a lot of brands still today lack, and that's a willingness to spend money on this,

like a certified garment or fabric would typically cost you 8, 10% more than a conventionally fabric.

Quite often it's down to how much money are you willing to spend.

Sustainable entrepreneurial success doesn't happen in a straight line, and nor does it come easy.

Indeed, the ability to adapt to new challenges and opportunities also requires a special kind

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