Sustainability, the Fashion Industry, and Our Consumption

With the rise of fast fashion skyrocketing in the 21st century, our environment is facing the brute consequences of our clothing consumption. To combat this, many are turning towards more sustainable and ethical choices when purchasing and creating clothing. But what does sustainability really mean when it comes to the fashion industry and our consumption of these products?

In The State of Sustainability in the Fashion Industry, it’s discussed that many brands are trying to shift to more sustainable practices, whether it be through more ethical employment or sourcing of fabric. Alison Bringe cites companies like Patagonia and Levi’s as pioneers in sustainability, noting their long-standing commitment. However, their inclusion in sustainability discussions can feel less impactful because these values have always been integral to their identity since conception.

In contrast, fast fashion brands prioritize profit above all. Companies like Shein create hundreds of new clothing pieces weekly, honing in on micro-trends  to satisfy the needs of all consumers. I believe brands like Patagonia and Levi’s are unlikely to shift to mass production at the expense of ethics, my concern lies with companies such as Shein, Zara, and H&M, whose practices often rely on overproduction and undercutting quality for affordability and maximum profit.

What does this all mean for the fashion industry? More and more people are becoming more aware of sustainability issues, pushing brands to want to appease these notions. H&M, a fast fashion giant, recently found itself in a lawsuit for misleading sustainability claims, alleging that their products came from eco-friendly fabrics and ethical production processes; a tactic under the umbrella term of greenwashing. Such tactics exploit the growing consumer interest in sustainability, presenting a facade to relieve mild concerns without enacting real change. These brands are finding loop-holes for sustainability in order to trick the average consumer, who’s slightly concerned about sustainability, that their brand cares about these issues. 

Brands, especially big fast fashion companies, may continue to produce under unsustainable conditions because the profit margin is larger and consumers are still showing interest in these mass produced goods.  High-fashion replicas, once seen as unattainable on the runway, now flood the market almost instantly due to fast fashion brands, diluting the industry’s ability to embrace lasting change through clothing. While some progress is being made, sustainability is unlikely to transform the industry quickly, as profit-driven models remain the norm.

This raises an essential question for consumers: how does sustainability influence our purchasing behavior? Are we willing to pay more for ethically made clothing, or do we prioritize affordability regardless of sustainable and ethical costs? There is a lot of outrage against unsustainable practices in the fashion industry, yet everyone I know still purchases from these brands that contribute to the problem. There are alternatives to supporting unsustainable brands—thrifting, second-hand shopping, wearing hand-me-downs, or even learning to sew, but many are not willing to personally make these changes. I am a big believer in fashion as a form of self-expression. Being able to adorn accessories and clothing pieces that reflect who I am as a person is an important part of my identity. Although I place a lot of value in my clothing choices, I do not want to compromise my sustainability and ethical beliefs in order to achieve that. Becoming more educated on these issues has brought me to be more intentional about my consumption and think twice before making a certain purchase that may be contributing to unsustainable practices. If we continue to support unsustainable brands, we provide little incentive for them to change. This contradiction highlights the tension between ethics and cost in consumer choices.

Sustainability matters because it curbs overconsumption, benefits the environment, and encourages intentional purchasing. We should not only be having these conversations about sustainability in the fashion industry and within our own personal consumption, but we should actively be showing brands why this matters through action — support local brands, reduce your clothing consumption, and make sustainable choices. For the fashion industry to change, consumer demand must drive that transformation. Let’s be the reason why sustainability becomes non-negotiable.