“No one ever picked a product purely out of the impact story behind it. The impact story might have triggered attention to this brand or the product. But at the end of the day you are putting your credit card in, because you like the product and you feel that it fits and it feels good” This might sound exaggerated, but it totally makes sense when you think about it from the fashion perspective. Our purchase decisions rarely depend on whether or not the product is sustainable, but looking at how the fashion industry affects the environment, it should change. Ou guest - Rune Orloff - decided to pursue the challenge of bringing sustainability to this sector and together with Kristian Rix, founded Pool - an impact rental service for high-end menswear. In this episode, we uncovered the biggest challenges, difficulties, misconceptions and mysteries of the fashion industry. Take a listen to find out more!