Pursuing Full Sustainability
It's an unfortunate truth that the very act of consuming means more things need to be sourced and manufactured for repeated consumption. It’s hardly wise to suggest that without significant effort, planning, and innovation that the fashion industry could ever come close to being fully sustainable.
Yet, while many brands are implementing more ethical practices, the term “sustainability” itself has fallen under scrutiny, with many brands making lofty claims about their sourcing and manufacturing practices. An issue otherwise known as "greenwashing". In her Substack, BackRow, Amy Odell cuts through the illusion of widespread sustainability in fashion. Many brands, she suggests, use the language of sustainability without the substance. They "greenwash," because it's easier to sell the idea of responsibility than to practice it fully. And consumers, understandably, are left skeptical. To paraphrase Maxine Bédat (mentioned in Odell’s post), “we’re not growing trees.” The real challenge, then, is not just making sustainable clothing, but making it in a way that people can trust and to be honest and self-reflective of where our efforts might be falling short.
So what are some sustainable practices that consumers are caring more about? Well, for one, the quality of the clothes matters. The longer a garment lasts, the less you have to replace it. If mass consumption plays the biggest role in fashion waste, it makes sense to invest in higher quality garments that can be worn through multiple seasons and for various occasions. (Luckily, the avoidance of wearing the same outfit twice is no longer viewed as a status symbol!) Another thing consumers are looking at is manufacturing practices. How and where are brands crafting their products? Is it made locally or is manufacturing outsourced abroad? It’s important to note that thanks to reporting done in problematic regions, many brands are strengthening their vetting process and making sure their manufacturing facilities are run ethically and workers are paid fairly regardless of the region they’re located in.
Sadly, not all brands have stayed on board with this movement these past couple of years. But, while some brands have quietly scaled back their sustainability efforts or shifted focus to short-term gains, others, particularly independent luxury brands and designers that are not part of the large luxury conglomerates, are investing more deeply. That’s not to say, however, that some luxury giants aren’t still investing in sustainability. In June 2025, Chanel introduced Nevold, a new independent initiative aimed at addressing the end-of-life stage of fashion products. The venture focuses on finding solutions for scraps from textile production, surplus materials, and older, unsold inventory that might otherwise go to waste. It's a clear acknowledgment that circularity and waste reduction need to be part of the conversation, even at the highest levels of fashion.
There is, however, the problem which is that much smaller brands have often found themselves in a bind: produce affordably or produce responsibly. Doing both isn’t impossible, but it’s rarely easy for new or emerging designers. Despite this, more and more small brands and independent designers are finding ways to cut carbon emissions, choosing organic fabrics or recycled synthetics, and being transparent about their sustainability journey. It’s why we chose to partner with and support designers who pay their manufacturers fairly and are transparent in their efforts and commitments to improving their sustainability practices from start to finish, even if they’re not perfect right now.
At the time of writing this, full sustainability in fashion is a myth. However, that doesn't mean we shouldn't be in constant pursuit of it. Becoming a sustainable fashion brand is more about transparency, and planned, measured efforts to be less detrimental to our planet.
