The fashion industry relies heavily on several natural resources. Consumers and manufacturers are slowly gaining awareness of their impact on today’s resources, but the public still faces a lot of unfamiliarity with the intensity of the issue. Water is a major resource of concern when it comes to the manufacture of cotton and its widespread use in the fashion industry. With the continuous growth of the population, water scarcity is evident. The objective of this case is to study and evaluate consumers’ concern with water usage within the industry. With intent to evaluate the state of the industry’s efforts to cut back the use of natural resources. The use of water pertaining to cotton in addition to how much waste the fashion industry produces is a growing topic of concern.