This research focused on understanding consumers and the consumers’ priorities when they are shopping for new clothing. Taking the different steps in this research process such as literature research, a content analysis of consumer reviews on YouTube videos, and an online survey that was created, it is found that consumers are not well educated on the usage of water in the fashion industry and that companies need to become more transparent about this topic. Results being that consumers would be willing to shop more sustainable brands if they were aware of the harm the fashion industry has on the environment. Even if the cost of each garment were higher consumers would shop these brands knowing they are helping the environment.