Shayman’s aim of divorcing herself entirely from big fashion brands is reflective of a larger shift in consumer mindset. According to a 2020 survey by Genomatica, 52% of American shoppers “believe that sustainability is important,” but 48% “don’t know how or where to find sustainable clothes.” It’s a conundrum made worse by greenwashing, where brands falsely advertise their products as environmentally friendly. Moreover, truly sustainable brands are often prohibitively expensive. Mending, on the other hand, is a hobby that almost anyone can adopt. “With mending, you’re averting waste. You’re not creating waste,” Smith says.