In April 2024, the founders of GOAT Vintage (GOAT), a sustainable clothing brand based in Hamilton, Ontario, were reviewing their business and determining how they were going to scale it without compromising their sustainable values. Informed by the fast-fashion industry and its issues, GOAT followed a circular economy model to justify a more sustainable future of fashion. The founders needed to understand how their business affected the industry, how their decision would affect stakeholders, and how they would balance their business and profit objectives with their sustainability mission.
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