In today's world, sustainable fashion has become a buzzword. From runway shows to social media posts, brands proudly display their “eco-friendly” credentials. But here’s the hard truth—100% sustainable fashion is a myth. Despite good intentions and increasing awareness, no clothing brand or product can claim to be completely sustainable.
In this blog, we break down the complexity behind the term “sustainable fashion,” why no one can offer 100% sustainability, and how we can still move toward a better future.
Where Did Sustainable Fashion Come From?
The term sustainable fashion first entered management literature in 2008. Researchers like Mukendi et al. (2020) explain that its definition remains fluid. At its core, sustainable fashion is about minimizing harm—to both people and the planet.
The framework of sustainable fashion is often described through three pillars:
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Environmental sustainability: Reducing waste, pollution, and the use of non-renewable resources.
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Social sustainability: Promoting fair labor practices, equity, and community well-being.
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Economic sustainability: Supporting growth that balances profitability with long-term environmental care.
However, applying these principles in real-world manufacturing and consumer behavior is a lot harder than it sounds.
The Problem With 100% Sustainability
The phrase "100% sustainable" sounds great, but it's misleading. Why?
Every product has a footprint. Whether it’s the water used to grow organic cotton, the energy powering the factories, or the fuel burned during shipping—there’s always an environmental cost.
Supply chains are complex. Raw materials are often sourced globally, making it hard to trace every step of the process. Brands may not always have full visibility over how their goods are produced.
Consumer expectations create pressure. People want affordable fashion, fast. This drives production at breakneck speed, sometimes compromising ethical practices.
Economic constraints exist. Many sustainable practices cost more. Not all small businesses can afford to implement every ideal measure right away.
Even leading brands in the sustainability space admit that they’re still on a journey. According to a Bain & Company report, while 85% of suppliers embed sustainability into their offerings, only 53% of buyers believe these products meet their expectations.
Sustainability Means Different Things to Different People
Sustainability is subjective and often influenced by one’s values, location, and priorities. For example:
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A farmer may define sustainability as preserving soil health and water.
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A city dweller might focus on lowering their carbon footprint.
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A fashion brand may try to reduce textile waste or offer biodegradable packaging.
There’s no single way to be “sustainable.” That’s why claiming 100% sustainability oversimplifies a highly nuanced issue.
So, What Can We Do?
While perfection is impossible, progress is not. Here are some actionable steps individuals and brands can take:
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Opt for circular fashion. Reuse, recycle, and repurpose clothing instead of following fast fashion trends.
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Choose renewable materials. Look for garments made from organic cotton, bamboo, or TENCEL™.
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Support ethical brands. Seek out businesses with transparent supply chains and fair labor policies.
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Consume mindfully. Buy fewer, better-quality pieces that last longer.
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Engage with policy and advocacy. Push for laws that hold fashion brands accountable.
Every choice counts. Whether you're switching to natural dyes or buying second-hand, these small steps make a difference over time.
The Road Ahead for Sustainable Fashion
As regulations tighten and consumer demand grows, brands will face increasing pressure to improve. This will likely result in:
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Wider adoption of ESG reporting frameworks.
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More investment in sustainable innovation.
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Greater scrutiny of “greenwashing” claims.
Still, we must stop expecting perfection. Instead of chasing the illusion of 100% sustainable fashion, let’s celebrate transparency, effort, and continuous improvement.
Conclusion: It’s Not About Perfect. It’s About Better.
No brand, no product, and no consumer is perfect. But each of us can be better. Rather than chasing the myth of “completely sustainable fashion,” we should focus on conscious choices and incremental progress. After all, the most sustainable wardrobe is the one you already own.
At Paizlie, we don’t claim perfection—but we do commit to using 100% natural fabrics, working with ethical suppliers, and continuously improving on our journey toward more sustainable fashion.
What does sustainable fashion mean to you? Share your thoughts below.
