More than just a fleeting moment in fashion, environmentally responsible clothing has gradually become part of the regular shopping habits of consumers in Europe and the US. A new international study reveals that these garments now account for a third of the fashion budget of shoppers in France, and nearly half of that of consumers in Italy. One remaining problem is no longer the price, but the lack of information surrounding these options, which now seems to be the ultimate barrier to a (truly) more conscious consumption.