Dear members of the esteemed Rolodex,

As members of our special inner circle, you'll get premium access to all the interesting things we dig up in the soil of our surveys and – in a way – your minds.

As Berlin rubs the sleep out of its eyes and flowers start doing their thing, there’s a collective craving for warmth, sunshine, and maybe just a bit of optimism—real or imagined, we’ll take it. So in the spirit of feel-good vibes and Earth Day approaching, we’re sharing highlights from our recent survey with you. We asked: what matters most to the Rolodex when it comes to fashion in today’s world? With the planet facing all kinds of chaos—political, ecological, economic—does sustainability still have a seat at the table, or has it quietly slipped off the radar? 

We asked you if you think sustainable fashion is fashionable or not – after all, a key factor for us style-conscious people…
Which group considers sustainable fashion the most fashionable?

Find the answer down below. 

The vast majority –

87%

– say sustainability matters to them.

When it comes to politics and/or society at large,

68%

believe their purchases have little to no impact, while 32%  believe they do.

But nonetheless,

79%

think brands need to make sure the least amount of harm is done to the environment, 21% think it’s on the consumer.

But even putting the responsibility on brands,

70%

believe brands' promises and targets to protect the environment are a marketing tool, rather than actual goals. 30% trust brands to follow through on them.

You seem to have trust issues, for lack of a better word. The average Rolodex member got out of a relationship in which their partner promised to stop leaving their dirty socks next to the hamper, but they drowned in dirty, stinky socks instead.

Answer: The birthplace of sustainable fashion OG Patagonia is the most convinced that sustainable fashion is actually fashionable: 40% of Americans think so. Only 31% of women and 25% of Gen Z agree.