To bridge the gap between sustainable fashion and customer purchase intentions, the purpose of this study is carried out to analyze the current trends and offer techniques to increase sustainable fashion awareness among gen z and millennial consumers. Online surveys were conducted with a sample size of 29 questions targeting participants between the ages of 18-25 from a large Midwestern University. Additionally, three focus groups of approximately 23 students was also conducted. Questions pertaining to sustainable traits of apparel that include product quality, environmental effects, product pricing, purchase intentions and green awareness of apparel were of focus. Uniqueness of product was of utmost importance as well as being able to shop second. Moving from wearing items once this generation is trying to find creative ways to wear clothes as much as possible and consider quality and uniqueness when shopping for apparel over price. Recycling and upcycling are also areas of interest that not just industry marketers and retailers need to consider but also educators in how they approach a new era of design and merchandising to these new consumers.