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It is a necessity and not a trend. We now consume 80 billion pieces of clothing every year, 400 per cent more than 20 years ago, according to the University of Queensland. The most commonly used fabric, Polyester needs 70 million gallons of oil every year. Whilst you need 20,000 liters of water for a pair of jeans and a cotton T-shirt. The numbers are quite scary, but they need to be communicated to both consumers and brands.