Why Not ReFashion

#WhyNotReFashion is an initiative by Mankiran Dhillon started in March 2025.

#WhyNotReFashion
An exploration of why people DON'T.
Why don’t people re-fashion?
What holds us back from making sustainable choices?What are the invisible barriers — psychological, social, cultural, and economic factors that shape consumer behaviour?

consumer driven dialogues and conversations in sustianbale fashion.jpg

Through open conversations, digital engagement, and grassroots campaigns, we aim to understand the: What stops consumers from making a sustainable choice?

Is it price, availability, ease of access, lack of knowledge, societal norms, peer pressure, caste and cultural beliefs, or social media influence?

Vision

To create a dialogue-driven movement that challenges existing norms and fosters a cultural shift towards the way we assume sustainability in fashion. or at large. We want to understand barriers in consumers mind that stop them from making sustainable choices.

Our Focus this year:

1. Consumer map: Understanding the Barriers (#WhyNotSustainableFashion and #WhyNotSustainability)

Mapping consumer attitudes through interviews, social media conversations, and surveys.
Identifying region-specific challenges—e.g., caste-based restrictions in secondhand fashion or trend-driven pressures in urban markets.

2. Conversations That Matter

Short 5-minute interviews tackling consumer perspectives on sustainability, beyond just fashion.
Real-life storytelling that explores how upbringing, education, and marketing shape consumer choices.

3. Raise the question: Breaking the Cycle of Fast Fashion

Often we fail to ask the consumer what stops them, we simply have adopted a aggressive marketing lifestyle and settled for it. At #WhyNotreFashion we are here to ask consumers what hinders them to make a sustainable choice, Learn the myths and questions in their mind. Promoting conversations around sustainability and encouraging conscious ownership.
Shifting mindsets from fast consumption to mindful fashion choices.

4. Tracking sustainable consumers:

Inspiring Change

Tracing stories of consumers who have successfully made the shift to sustainability in fashion or other aspects of life.
Highlighting motivations and solutions that helped them overcome challenges they faced.