It’s increasingly fashionable to care about the environment, and the market is responding.

If consumers are concerned about the waste generated by fashion left lingering on the shelves, they will reward the companies that make waste-reduction a core concern, which is exactly what we’re seeing happen right now.

Flip through any fashion mag and waste is the issue du jour—and dozens of brands have responded with upcycling, circular design, zero-waste pattern cutting, textile recycling, and discounting deadstock—all without any regulations or other government measures to make them do so.

“Do we really want to live in an “eat your broccoli before you get any dessert” world where every last hideous, overpriced pair of Balenciaga and Vibram Five Fingers crossover neon stiletto boots—yes, those are a real thing—must be sold before any new shoes can be manufactured? I didn’t think so,” says Feminists for Liberty’s Kat Murti in a BoldTV Millennial Minute debate featuring Reason Foundation’s Jen Sidorova, moderated by BoldTV’s Julia Sun.