en branding is popular today due to the awareness of climate change, natural disasters, and growing population. Environmental degradation has emerged as a major social problem in society. What makes this problem occur? One of the major reasons is that society has moved from an agricultural way of life to an industrial society. To overcome the fact of growing populations, the rising of industrial appears to produce mass production. Industrialisation is no doubt with the development of society, but it can also be harmful to the environment. This is because of industrialisation created waste on a massive scale. (Israel Ministry of Environmental Protection, 2015).

Clothing is human essential. Clothing choices for many people are motivated by their need for identity and esteem, which relates to the fashion industry. The fashion industry is the second largest polluter in the world, just after the oil industry (Sustainyourstyle, 2018). Nearly all wear was hand-sewn for individuals, either home generation or on request from dressmakers and tailors before mid-nineteenth century, it began to wind up mass created by the beginning of the twentieth century because of the rising of new technologies, for example, the sewing machine, the improvement of the processing plant arrangement of generation and so on (Steele & Major, 2018). These progressions expanded the amount of pollution by the fashion industry in four areas such as the production of raw materials include basically fibres and textiles; the production of fashion goods by designers, manufacturers, contractors, and others; following by retail deal and also numerous type of advertising and promotion (Steel & Major, 2018).

In the latter part of the twentieth century, the consumer awareness of clothes’ potential second life starts to emerge (Gonzalez, 2015). People start to realise the impact of the fashion industry. Fortunately, there are some hardworking individuals, companies, and organisations try to minimise the damage of fashion to our environment throughout the entire lifecycle of textile production and use. “Fashion is a language which tells a story about the person who wears it” (Durcanin, 1999). When consumers realise the importance of our environment, they start to wear green on themselves to show that they are contributing to the environment. To fulfil the consumers’