Sustainable fashion is one of the most discussed (and maliciously marketed) and abstract concepts in the fashion industry today. Brands promote eco-collections, materials, and practices. Influencers post thrift hauls, and shoppers are more mindful than ever about where their clothes come from. Apparently. Are they? Mmh.
Probably in some areas of the world more than others, that apparently haven’t yet managed to convince the rest of it.
what about the incessant rise of temu-like apps and fast fashion, otherwise? A huge signal that the world isn’t truly so willing to be sustainable or mindful. But is building a sense of guilt towards purchases truly the solution, if we have built economies on the idea of “free-markets”?
Not really. Here’s for sure the big thing: we are far from seeing anything sustainable for real, despite the efforts, and the limit is ourselves as humans that work, buy and live.
So does sustainable fashion actually exist?
The honest answer? No. Not yet. It may never.
But that’s exactly why we need to try to build it—together.
let’s dive a bit deeper in the idea of sustainable fashion and how compulsive shopping or achats compulsifs and markets are at odds with it.
What Is Sustainable Fashion?
According to the UN fashion alliance, sustainable fashion refers to clothing that minimizes negative impacts on the environment and ensures ethical treatment of workers across its lifecycle—from design to disposal.
This includes:
- Using organic or recycled materials
- Minimizing waste, water usage, and chemical pollution
- Ensuring fair wages and safe working conditions
- Reducing carbon emissions across the supply chain
- Promoting longevity and circularity
In theory, sustainable fashion is about creating clothing that respects both people and the planet.
The big point in the paradigm is for sure ‘creating’ – and therefore keeping producing clothes. That you may not ever sell and, therefore, you will have to get rid of.
You know how we get rid of them?
At the moment, by burning them (and it) all.
Yeah, exactly.
So let’s dive into the usual reasons anyone say, together:
1. The Fashion Industry Is Inherently Resource-Intensive
Even so-called sustainable fabrics have a footprint. For example, organic cotton still consumes large amounts of water—up to 10,000 liters for a single kilogram of cotton.
2. Greenwashing Is Rampant
Many companies market themselves as “eco-conscious” while continuing to mass-produce garments using unsustainable practices. In 2021, the Changing Markets Foundation found that 59% of green claims by fashion brands were misleading. (Link)
The European Commission, via the Green Claims Initiative has take a step forward resolving this, despite actual reporting, monitoring and implementation of potential sanctions are difficult.
The GoodOnYou app, though, is doing an incredible work in evaluating and giving reviews on brands’ actual sustainability efforts.
3. Consumer Habits Haven’t Changed Fast Enough
The rise of ultra-fast fashion (e.g., Shein, Temu) shows that overconsumption still dominates and is actually the preferred choice. Globally, we now consume 60% more clothing than we did in 2000, and most of it is discarded within a year (link)
4. Lack of Global Standards
There is still no unified global standard for what counts as “sustainable” in fashion, leading to confusion, inconsistency, and greenwashing loopholes. When competition is promoted over collaboration – and it becomes a matter of people and the planet, this may be the result.
Competition is great, but joint action is sometimes – most times – better and needed.
Why Say “No”—But Build It Anyway?
Calling out the myth of “sustainable fashion” isn’t about being defeatist—it’s about being realistic and responsible. It’s a wake-up call.
We need to stop patting ourselves on the back for small wins, and instead start building a truly sustainable system—one that respects environmental boundaries and human dignity.
Does Sustainable Fashion Really Exist?
Despite the buzz, truly sustainable fashion doesn’t exist at scale today. Why? Yes, the supply chain is broken. Yes, overproduction is rampant. But here’s another truth that almost no one wants to say out loud:
Most (and not all) sustainable materials and practices are—may the God of Nature forgive me—ugly, poorer in quality, or inefficient.
We’re told to wear recycled fabrics that itch.
To choose shapes that don’t flatter.
To avoid dyes that give garments life and depth.
Fashion, at its essence, is about expression, identity, beauty. But the “sustainable” version of fashion often feels like a compromise. And that’s a hard sell, no matter how good the intentions are.
Would we ever ask the beauty industry to make models uglier?
To go backward in product innovation?
To reject science, technology, and visual excellence?
Of course not. Because beauty, performance, and aspiration sell.
So why do we expect the fashion industry to convince people to give all that up for the planet?
The Real Challenge: Sustainability Without Sacrifice
If sustainable fashion is going to work—really work—it can’t just be moral. It has to be desirable. It has to compete with fast fashion not just on ethics, but on beauty, quality, and joy.
That’s the missing piece.
We don’t need guilt trips.
We need good design, smart innovation, and systems thinking.
We need the same energy that goes into perfecting skincare serums, into developing aesthetic, flattering, sustainable clothing that people actually want to wear.
Let’s Be Honest. Let’s Be Better.
It’s not anti-environmental to want to look good. It’s human.
But we must stop lying to ourselves and pretending that “green” always means better. It often doesn’t—yet.
But it could.
With the right mix of:
- Material science
- Circular design
- Tech-driven efficiency
- Creative excellence
…we could build a version of fashion that’s truly sustainable and truly beautiful.
Not one or the other.
Both.
And until we do that, let’s stop calling the current model sustainable. Let’s call it what it is:
A work in progress—with a long road ahead.