Why Sustainability in Fashion Is So Hard to Achieve?
Everyone in the fashion industry talks about sustainability and conscious shopping. Yet, when you look around, truly sustainable businesses are either struggling or only slowly moving in that direction. Why is it so difficult to become a sustainable business? That’s the question I asked myself—and I decided to dive deeper into the topic to understand where the real challenges lie.
Fast Fashion Business Model
Fast Fashion is still at the top of the industry. The main business model those brands are following is Profit over planet. Fast fashion brands rely on high volumes and mass production, low costs, and frequent new collections to drive sales. All of which clash with the slower, more thoughtful approach required for sustainability. Sustainability requires slowing down production, reinventing the steps that goes into it, sourcing fabric differently and so much more and so all of this conflicts with this model. Because of this business model customers are always encouraged to consume more and more. It creates a Disposable mindset: Consumers are encouraged to buy more, wear less, and throw away quickly. Fast fashion companies like Shein, Zara, and H&M produce hundreds of new styles every week, making clothes cheap and disposable. This model thrives on speed, low prices, and high volume — all of which clash with the slower, more thoughtful approach required for sustainability.
Complex Global Supply Chains
Lack of transparency: Garments are often made in multiple countries, making it difficult to trace the origin of materials and monitor working conditions.
Labor exploitation: Factories in developing countries may rely on cheap labor with poor wages and unsafe conditions. Enforcing sustainability means addressing ethical labor practices, which can increase costs.
Fashion supply chains are fragmented and spread across multiple countries. For instance, cotton may be grown in India, spun in Bangladesh, dyed in China, and sewn in Vietnam. This complexity makes transparency and accountability incredibly difficult.
Material Challenges
Unsustainable fabrics: Many commonly used fabrics (like polyester) are fossil fuel–based and non-biodegradable. Sustainable alternatives (like organic cotton or Tencel) can be more expensive or resource-intensive in other ways.
Recycling limitations: Most clothing is hard to recycle due to blended fibers, dyes, and stitching techniques.
Synthetic fibers like polyester account for over 60% of global clothing production, but they shed microplastics and don’t biodegrade. While alternatives like Tencel, hemp, or organic cotton exist, they can be costlier or less scalable. Plus, recycling blended fabrics (e.g., cotton-polyester) is still technically difficult.
Consumer Behavior
Low awareness or concern: While interest in sustainable fashion is growing, price, style, and convenience still dominate most buying decisions.
Cost barrier: Sustainable options are often more expensive, limiting access for many consumers.
While consumer interest in sustainable fashion is rising, many shoppers still prioritize affordability and style. A 2022 McKinsey study found that sustainability was rarely a decisive factor in purchases, especially among Gen Z and millennials.
Greenwashing
False claims: Some brands promote themselves as sustainable without meaningful changes, misleading consumers and undermining trust.
No universal standards: There’s no globally accepted definition or certification for “sustainable fashion,” making it easy for companies to manipulate the message.
Many brands use vague terms like “eco-friendly” or “conscious” without proof or third-party certification. For example, H&M faced backlash in 2022 for misleading sustainability claims in their “Conscious Collection.”
Economic Pressures
Small margins: Especially in retail, there's pressure to keep prices low. Sustainability initiatives often require upfront investments.
Surplus and overproduction: Many brands overproduce to meet demand forecasts, leading to waste and markdowns.
Most brands operate on slim profit margins. Shifting to sustainable sourcing, ethical labor, or local production raises costs, which either reduce profits or raise prices — both risky moves in a competitive market.
Waste and Overconsumption
Textile waste: Millions of tons of clothing end up in landfills each year.
Trend cycles: Social media and influencers accelerate trend turnover, promoting rapid consumption. Each year, an estimated 92 million tons of textile waste are created, much of it incinerated or dumped in landfills. Overproduction is a major contributor — in 2020, Burberry was reported to have burned millions in unsold stock.
One of the biggest obstacles to sustainable fashion is consumer awareness. Cheap and stylish items are tempting—they feel like they make our lives better, easier, and more convenient. And while that may be true in the short term, in the long run, this unawareness is harmful. The consequences may seem distant or abstract, but they are very real. We don't have to reject everything available on the market, but even small changes—like reducing purchases of polyester and choosing organic cotton or wool—can make a difference. One conscious choice often leads to another. With this gradual shift toward more mindful shopping, we can make a truly positive impact on our planet and future.
