Consumers show off their eco-concern with rustic, re-purposed items
Implications - The ability of an upcycled item to be passed off as new was once an asset; however, consumers are now unabashedly wearing items that boast a rustic, shabbier look. These undisguised, upcycled products allow the eco-conscious consumer to wear their environmental concern like a badge of honor, signifying their belonging to a particular behavioral tribe.
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Feb 10 — Jan 11
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