Category
Lifestyle
Assisted Choices
4.9
Trend score
Trend
What is the Milk-Made trend?
Milk-Made: Trend – Emerging fashion brands are aiming to counter some of the damage done by fast fashion with textiles made from biodegradable ingredients, such as milk. These more sustainable clothing options are friendlier to the environment due to their reuse of milk waste and biodegradability.
Insight
The consumer insight behind the Milk-Made trend
With consumers becoming more aware and active in their concerns for the environment, they're slowly changing their purchase decisions in order to lessen their ecological impact–however, this shift comes with difficulties due to the lack of ubiquitous sustainable options in the fashion industry. What consumers require from brands is that their changing habits are being met with quality products that ease the process of transitioning to a lower-impact lifestyle.
Trend themes
Themes within the Milk-Made trend
Three behaviours holding the trend together01
Sustainable Fashion
Emerging fashion brands are creating textiles made from sustainable ingredients like milk and plant-based sources in an effort to reduce textile waste and lessen the environmental impact of fast fashion.
02
Natural Material Clothing
Clothing brands are creating fashion from natural, eco-friendly materials like milk protein, seaweed, eucalyptus, bamboo, and cotton to create clothing that is high-quality, sustainable, and comfortable.
03
Biodegradable, Compostable Footwear
Footwear manufacturers are producing shoes that are 100% animal-free and created using sustainable, biodegradable materials such as kenaf fibers, pineapple husks, and hevea milk to offer consumers eco-friendly fashion options.
Industry implications
What the Milk-Made trend means for industry
Where the trend changes the playbookFor
Fashion Industry
The fashion industry can take advantage of the consumer shift toward more eco-friendly fashion options by developing sustainable textiles, clothing, and accessories to meet the growing demand.
For
Footwear Industry
The footwear industry can capitalize on eco-friendly footwear made from sustainable materials to offer consumers shoes that are comfortable, stylish, and have a low environmental impact.
For
Sustainable Manufacturing
Manufacturing companies can explore the use of sustainable materials to produce clothing, footwear, and accessories to create a more eco-friendly production process.
Workshop question
In what way could your brand help mitigate global environmental issues?
Trend signals
Trend signals for Milk-Made
Trend score 4.9 out of 10, from popularity 78%, activity 61%, freshness 8%.
Popularity78%
Activity61%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Milk-Made trend
4 featured examples from Jun 15 to Aug 9, 2019CategoryEco
Milk-Made T-Shirts
The Mi Terro 'Limitless Milk Shirt' is Crafted Using Dairy Waste
The fashion industry can explore milk-made shirts as a way to embrace sustainability and differentiate their brands.
CategoryLuxury
Sophisticated Milk-Infused Apparel
BackLabel Recently Unveiled its New Wellnesswear Collection
Opportunity for fashion retailers to cater to consumers seeking garments made from natural materials, providing a wide range of eco-conscious clothing options.
CategoryEco
Sustainable Plant-Based Sneakers
The Native Plant Shoe is 100% Animal-Free and Biodegradable
Opportunity for the footwear industry to explore and incorporate sustainable plant-based materials for more eco-friendly and biodegradable products.
CategorySocial Good
Sustainable Milk-Made Apparel
Designer Antonella Bellina Makes Clothing From Milk Proteins
The fashion industry can explore the use of milk proteins as a sustainable alternative to traditional fabrics, creating disruptive opportunities for eco-friendly clothing brands.
