The trend of sustainable fashion is on a roll. Small brands are joining the league of global giants to adopt green initiatives for the good of the environment. American market research company NPD conducted a survey in July to gauge the popularity of sustainable fashion in the US.  Nearly a quarter of responders said they have purchased clothing that was either “sustainable,” “eco-friendly,” “organic” or “ethical”. This number increases to 30 percent when looking at younger responders (18-34-year-olds).