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Community is fashion's new competitive currency across the value chain

Community has shifted from a feel-good marketing extra to a strategic asset that shapes how cotton is grown, how waste is processed, how products are designed, and how clothes are worn, repaired and resold. Across the sector, the question is no longer whether to build community, but what kind of communities’ businesses are willing to invest in, and what value they are prepared to share.

Why community suddenly matters so much