The former head of North Face just bet his reputation on this tiny startup

Over the last decade, as consumers became more aware of climate change, the fashion industry suddenly scrambled to curb its enormous environmental footprint.

Everyone from Prada to H&M launched products made of recycled nylon and organic cotton. Gucci, Patagonia, and Timberland invested in regenerative agriculture. Adidas and Nike began designing fully recyclable sneakers. Resale programs popped up everywhere.

According to many industry insiders, this moment has now passed.