Driven by lifestyle and personal preferences, the fashion industry resembles an intricate spiderweb, fuelling widespread consumption through mass manufacturing within a low-cost framework. This approach maximises the use of natural resources. Amidst economic globalisation, businesses now compete more intensely for customer attention by differentiating their goods and services. As a result, long-standing issues, particularly the excessive utilisation of natural resources, have only been exacerbated. The escalating costs and negative impacts of inactivity on sustainable development have become increasingly evident.

Accusations against the fashion industry often relate to its significant ecological footprint, stemming from mass manufacturing, widespread worker exploitation, and marketing strategies that promote a culture of disposable goods. This culture leads to a significant quantity of textiles being discarded or incinerated globally every second. Garments are frequently disposed of when they fall out of fashion, often prematurely. Despite growing awareness of its social and environmental consequences, the industry continues to impede sustainable future. The prevailing fashion mentality and low-cost strategies, which prioritise cost-effectiveness over sustainability, call for more transparent pricing and manufacturing policies. This situation demands collaboration among suppliers, stakeholders, and the industry to develop eco-friendly products.

It is important to note in this context that businesses often modify their behaviour and accept responsibility for various reasons, including the need to maintain and enhance their reputation, reduce stakeholder pressure, develop new markets, and gain a competitive advantage. Fashion designers face the challenge of valuing eco-friendly apparel designs without compromising style or brand identity. This is crucial for consumers who use clothing as a status symbol or a lifestyle choice. Fashion companies, whether operating nationally or globally, must adapt their marketing strategies to increase customer awareness of sustainable products.

Brands and companies recognise the need to adopt eco-friendly practices for competitive advantage. They engage in corporate social responsibility (CSR) activities, benefitting both their businesses and society. Companies have a duty to operate responsibly and report mishaps. Implementing CSR often involves integrating the three pillars of sustainability—economic, environmental, and social—into the business structure. This approach addresses issues like waste and pollution and positions a company to better anticipate and adapt to changes in profits, planet, and people, through continuous engagement with stakeholders and iterative processes.

As people become more conscious of the true cost of fashion in terms of its effects on people and the environment, sustainable fashion is bound to grow in significance. A research paper titled ‘Global Fashion Brands: Does Sustainability Make Business Sense?’ states that “brands who show above average sales growth and profit margins are three times more likely to meaningfully adopt sustainability, than others. In other words, global brands need to ‘do well’ (in financial terms) to ‘do good’ (in terms of sustainability).” Today’s clothing and textile industries, according to the UN Alliance for Sustainable Fashion, add $2.4 trillion to global manufacturing, employ 75 million people (mostly women), are responsible for 8-10 per cent of greenhouse gas emissions, contribute 20 per cent of the world’s industrial wastewater pollution, and annually lose the equivalent of $500 billion due to underused clothing and a failure to recycle.

Sustainable fashion is a movement promoting changes in production and operation within the fashion industry towards greater social justice and environmental sustainability. This movement extends beyond just clothing and textiles, involving a broader consideration of various stakeholders including customers, producers, all living beings, and both current and future generations of the planet. Thus, everyone from suppliers to consumers has a role and responsibility in fostering sustainable fashion.

Sustainability in fashion encompasses not only environmental concerns but also waste, pollution, exploitation of raw resources, human rights issues like worker health, safety, fair wages, and reasonable working hours. Financial aspects are crucial too, as sales and net profit significantly influence a firm’s decision to adopt sustainability practices. Strategic management approaches integrate sustainability into corporate strategy to enhance effectiveness. However, this integration does not always guarantee neutral or positive financial outcomes, highlighting the complexity and challenges of implementing sustainable solutions in the fashion industry.

While large retailers often announce commitments to sustainable practices, their fast fashion models largely remain unchanged. These retailers may adopt recycling and eco-friendly textiles, but recycling can sometimes be more energy-intensive than producing new clothes. Moreover, sustainable textiles alone do not alter the overall manufacturing process. In contrast, smaller firms focus on reducing waste and creating durable, high-quality clothing. However, issues persist with labour conditions and material sustainability, even with eco-friendly fabrics. The approach to wear and care of clothing by consumers also plays a crucial role in environmental impact.

Sustainability in fashion goes beyond supply chain or garment details, teaching important life lessons. It involves building relationships and being mindful about clothing choices. A key aspect is utilising what people already own, as clothing purchases have risen by one-third over a decade. The most critical step towards sustainability is reducing consumption. A shift in consumption mentality is essential for sustainability in the fashion sector. Once basic needs are met, acquiring new clothing has minimal impact on well-being.

Large apparel companies face high return rates, averaging 40 per cent to 60 per cent, significantly affecting profits. If clothes were made by skilled, fairly compensated workers, returns would likely decrease, and resources would be used more efficiently. The environmental impact of fashion will continue to grow without industry action. Redefining ‘fashion-forward’ to include emissions reduction and meeting environmental, social, and governance goals is crucial. Brands can use targeted strategies to address unmet needs and guide consumers towards sustainable consumption by understanding consumer profiles, motivations, and barriers.