As a city renowned for its automotive industry and engineering, Stuttgart might immediately come up as a city with many connections to the German fashion sector; not when Berlin and Dusseldorf steer the conversations in the country. However, Stuttgart’s fashion industry is not to be dismissed. Most recently the city hosted the second edition of The Sooner Now, a joint initiative by Freunde von Freunden and MINI Germany, which brought together a panel of experts to discuss the role of conscious fashion in shaping a sustainable urban future. The discussion centered on the growing demand for eco fashion, a segment of the industry that prioritizes ethical production practices and environmental sustainability. Guest speakers, including Creative Lead at MINI Fashion Sabine Ringel, founder of Lissome Dörte Lange, fashion designer Johanna Perret from design label Perret Schaad, and Viertel/Vor journalist Anna Schunck, emphasized the need for a holistic approach to urban living, one that extends from personal consumption to the way we interact with the fashion industry. The panelists highlighted the increasing visibility of eco fashion, noting that models are becoming advocates for slow fashion, urban millennials are demanding more responsible consumption, and young labels are embracing ethical production standards. Large fashion companies are also taking steps in this direction. Adidas made headlines with its recent release of a sneaker made entirely from recycled ocean plastic, which served as a sign that eco-conscious practices are gaining footing in all levels of fashion. The emergence of conscious fashion reflects a broader shift in urban consciousness, which recognizes the interconnectedness of individual choices and planetary health. It’s evident that sustainability is not just a trend but a fundamental principle that will shape the future of fashion and urban life. Stuttgart’s fashion industry is leading the way in embracing this change in this regard with events like The Sooner Now.