What to wear? This is a question we ask ourselves every morning. And we answer: it would be nice to have something new. Today, the world produces 80 billion items of clothing every year, and this industry employs every sixth person on the planet. Yes, the fashion industry has traditionally relied on labor, natural and intellectual resources, but in recent decades, as fast fashion, globalization and revolutionary technologies unfold, the abuse of all these resources is growing like an avalanche. We desperately need a new, humanistic concept of fashion, says renowned journalist Dana Thomas. “Of the more than 100 billion items of clothing produced annually, 20% do not sell. These are the costs of “economies of scale.” “The leftovers are usually buried, shredded or burned,” Burberry employees sheepishly admitted in 2018.” “Almost all the denim we wear—99.99%—is dyed with synthetic indigo. The clothing industry carefully sidesteps the fact that “synthetic dye is made from a dozen chemicals—including petroleum, benzene, cyanide, formaldehyde—that are toxic or harmful to people.” Thomas has traveled the world in search of visionary designers and companies that are creating positive momentum. fashion industry, reviving traditional crafts and introducing advanced sustainable production technologies. In the book, she describes many innovative developments, including 3D printing clothing, environmentally friendly methods of denim production, recycling materials for reuse, hyperlocalism, and even growing materials in laboratories. Among the pioneering companies, Thomas also highlights modest local manufacturers , and Silicon Valley visionaries, and world famous fashion houses such as Stella McCartney, Levi's and Rent the Runway. The author talks captivatingly and emotionally about meetings with their representatives, their ideas and achievements. Thomas is convinced that we are too careless with our clothes. Her book encourages each of us to think carefully when answering the question of what to wear. “We, the consumers, play a leading role in what happens. It's time to put an end to meaningless shopping and think about what we do from the point of view of culture and spiritual life." For whom: For fashion designers and its lovers, for entrepreneurs, organizers and ordinary workers in the fashion industry. And anyone who has clothes.