Among the many issues plaguing the world today, fashion might not be ranked as one of the most important. Perhaps, however, if it was phrased differently, more attention might be paid to it. For instance, it is universally agreed that unethical working situations, gross amounts of waste and trash, abused persons involved in the creation of cheap and at-hand clothing, are all social problems worth being addressed. Consequently, because all of these issues exist in the world of fashion, it is necessary to address the fashion industry.

This is just the problem that English entrepreneur Isabella West identified. She noticed that people spend unnecessary money on more clothes than they need, only to toss them as a new fashion trend comes along. This encourages two results: firstly, this enables companies that use unethical work standards for their employees to make more money, pumping out more product, and all the while subjecting their employees to increased stress. Secondly, people are more prone to move through their clothing faster, resulting in a higher trash mountain. West proposed a clothing-rental company as an alternative means to access new and high-end fashion, yet at a fraction of the cost and with less commitment than buying the piece of clothing.

In enabling her customers to rent clothing for events, or even every day life, she has made high end fashion accessible. And with better quality clothing, made ethically, is more successful, less business is directed towards unethical fast fashion brands. What is more, this gives her costumers the opportunity to try out different styles, combing both sustainability and creativity in the fashion industry.