The fashion industry is taking a slower, more conscious approach. Consumers expect more from brands: natural products, non-invasive and sustainable methods, a healthier and ethical supply chain and a limited waste production. Who is not finding ways to modernize production, will be left behind. Upcycling, working with unused fabric scraps and zero-waste denim have become household terms. They also provide for a new, idiosyncratic aesthetic that is less about following trends and more about personal expression through style.