A Study on Consumer Awareness Towards Green Fashion in India

The fashion industry, which is one of the largest polluters of the world, increases the environmental concerns by leaving harmful impressions. Green fashion is a new approach to “fashion with a conscience” and it refers to a growing number of ethical fashion companies that attempt to attract young mainstream fashion consumers by offering fashionable products. While some researchers clearly identify the efforts of responsible consumers towards green fashion, some argue that fashion-orientated consumers who are sensitive towards environment do not actively participate towards supporting green fashion. This study aims to analyze the current awareness of green fashion among these young Indian consumers. An exploratory study with a limited sample of audience between age of 18 and 30 years is conducted where consumers’ awareness of green fashion is examined through online survey followed by an analysis of translation of this perception into purchase decision making. The study may motivate fashion brands to voluntarily adopt green activities and provide strategic guidelines for marketers and retailers about their sustainable retail practices

Molecular basis of USP7 inhibition by selective small-molecule inhibitors.

Ubiquitination controls the stability of most cellular proteins, and its deregulation contributes to human diseases including cancer. Deubiquitinases remove ubiquitin from proteins, and their inhibition can induce the degradation of selected proteins, potentially including otherwise 'undruggable' targets. For example, the inhibition of ubiquitin-specific protease 7 (USP7) results in the degradation of the oncogenic E3 ligase MDM2, and leads to re-activation of the tumour suppressor p53 in various cancers. Here we report that two compounds, FT671 and FT827, inhibit USP7 with high affinity and specificity in vitro and within human cells. Co-crystal structures reveal that both compounds target a dynamic pocket near the catalytic centre of the auto-inhibited apo form of USP7, which differs from other USP deubiquitinases. Consistent with USP7 target engagement in cells, FT671 destabilizes USP7 substrates including MDM2, increases levels of p53, and results in the transcription of p53 target genes, induction of the tumour suppressor p21, and inhibition of tumour growth in mice