To be green thinking within the fashion industry has today become a trend. Consumers are more aware of sustainability and to wear clothes that are friendly produced is today connected with status. Companies are investing in more sustainable alternative to be competitive and to attract more customers. Due to the huge growth of sustainability work, it is no longer an option to not be green thinking as a fashion company, no matter which type of company it is. Regarding this statement, is it now possible to assume that green has become the new black? Green luxury is catching on fast in China , where consumers are embracing the benefits of living green, not simply for egalitarian purposes, but for their own happiness.