Why Sustainable Fashion is More Than a Trend

Understanding Sustainability

There’s a lot of noise around sustainability, and with good reason. While you might be interested in what it means, how it affects us all and what you can do, deciphering some of the jargon can feel overwhelming and confusing. This is especially true when trying to understand how different industries or individuals are tackling becoming more sustainable. There’s also a lot of greenwashing out there, which poses a challenge to transparency and prevents consumers from making truly informed decisions.

At its core, sustainability simply means the ability to continue something for a long time without causing harm to the environment or people. Many industries rely on systems that prioritise speed and profit over long-term impact. Why this has happened is a contentious and complex topic, and really, a whole blog in itself. But what we want to talk about here is why sustainability, particularly in fashion, is more than just a passing trend; it is, and needs to be, the future of the economy and industry.

Putting sustainability into practice, however, can be tricky because it touches everything – from sourcing materials to how products are made, shipped, and even disposed of. Establishing or converting to sustainable practices takes time, money, research, and coordination. Even backing from governments. Amidst all this, there’s often a lack of clear standards, access to helpful information, and eco-friendly alternatives. For many businesses, it’s a complex puzzle with a lot of moving pieces to figure out.

What is Sustainable Fashion?

So, what does sustainability in the fashion industry look like? We’ll be honest – it doesn’t look amazing – things are very slowly changing for the better; however, there needs to be a bigger push. But more about that in our next section… Here we’ll talk about what sustainable fashion actually means. Well, the most straightforward way of looking at it is creating clothes in ways that are kind to both people and the planet: combining fashion and ethics. You might also hear the terms ethical clothing or, if referring to a designer or shop, slow fashion brands.

Creating more ethical clothing means using eco-friendly materials, reducing waste, and ensuring workers are treated fairly throughout the supply chain. In contrast to the fast fashion model – where clothes are made quickly using the cheapest (and often least eco-friendly) materials, worn only a few times, and then discarded – sustainable clothing focuses on quality, longevity, and ethical production. From a consumer’s perspective, it’s a shift toward buying less, choosing well, and caring more about where your clothes come from.

We can all play a part in supporting ethical fashion. However, the greatest effort needs to come from the big fashion players. Thankfully, increasing numbers of fashion brands are embracing and promoting sustainability. Many have started using recycled materials, such as recycled polyester (utilising the millions of tonnes of waste plastic water bottles) and organic materials (such as organic hemp – a fast-growing, low-impact crop). Other strategies include reducing water and energy use or improving supply chain transparency.

The History and Growth of the Sustainable Fashion Movement

The fashion industry saw immense growth in the early 21st century, and according to The Interline’s 2024 Fashion Technology Research Report, the fashion industry was projected to reach a value of more than 2.5 trillion US dollars by 2025. Clothing production has more than doubled in the past 25 years, with the average consumer buying 60% more garments than in the 1990s. Yet, each clothing item is now kept half as long. The term ‘fast fashion’ was born in the late 90s and was coined by The New York Times in response to the arrival of Zara, one of fast fashion’s heavyweights.

Despite the massive growth of the fashion industry and the emergence of fast fashion in the past 25 years, the evolution of sustainable fashion began before these developments, back in the 1970s. As conversations around environmental consciousness started to grow globally, it was the hippies and punks who boldly pushed back against mass consumerism, creating new fashion trends that broke away from the usual norms. This continued into the 1980s, with a growing trend for thrift shopping and the influence of designers such as Katherine Hamnett, who spoke out about political issues, including how workers in the fashion supply chain were treated, and environmental issues.

From the 1990s, it seemed almost as though awareness about climate change and the environmental impact of the fashion industry grew alongside the rise of fast fashion, and some brands started using sustainability as a marketing ploy, leading the way with greenwashing. And despite rising awareness about sustainability, fast fashion flourished and finally exploded in the 2000s.

Today, the fashion industry is responsible for around 10% of global carbon emissions—more than all international flights and maritime shipping combined. In 2023, the Clean Clothes Campaign’s Fashion Checker revealed that a shocking 93% of the 311 brands surveyed weren’t paying garment workers a living wage, with many workers enduring exhaustingly long hours. Is it any wonder that increasing numbers of consumers are calling for greater transparency and accountability from brands, with ethics and sustainability now being key factors in purchasing decisions? Second-hand shopping and eco-friendly clothing have also seen a huge revival, especially among younger generations, largely driven by sustainability and equal rights.

Concepts like circular economy have also gained mainstream attention over the past decade in response to fast fashion’s environmental impact. What is a circular economy, we hear you ask? A circular economy in fashion means designing clothes to last, be reused, repaired, or recycled, keeping them out of landfills. It moves away from the “take-make-waste” model, aiming for a closed loop where materials are continuously cycled. Patagonia is a brand that has employed this system with its Worn Wear programme.

Fashion for Good – What Can We Do as Individuals?

It’s easy to assume you don’t have much power, as an individual, to make real changes. But, to quote Julia Fletcher Carney’s poem: “Little drops of water make a mighty ocean”. This illustrates how seemingly small actions and efforts can contribute to significant changes.

We get it – not everyone can afford the higher price tags of ethical clothing brands. Remember though, making a positive impact doesn’t always mean spending more. One of the most powerful things you can do is simply reduce how much you buy brand new. When you do need something, shop carefully and with intention. Every new purchase sends a signal for demand when in reality, there are already heaps of products out in the world. Too many! By rethinking how and what you buy, you can shift away from the cycle of constantly needing the latest trends. Instead, invest in timeless, versatile pieces that work across seasons.

Committing to and making more informed choices is key here. Research the brands you buy from. Many are now adopting a slow fashion ideology or circular models, offering take-back programmes, resale platforms, and better labour practices verified by eco-certifications. The change is slow but real, and with your purchasing decisions, you have more power than you think.

Planning is your secret weapon, too. If you’ve got an event coming up, give yourself time to hunt for something second-hand on apps like Vinted or eBay, at charity shops, or through clothing rental services. When you plan ahead, you’re not stuck panic-buying fast fashion with next-day delivery – you’re making a conscious, impactful choice.

Lastly, don’t be afraid to get creative! Learn simple sewing, customisation, or repair skills to give your clothes an update, and a personal touch. Fashion for good starts with small, thoughtful actions, which together add up to real change.

Parnassus – Leading the Way for Premium Sustainable Leather

A growing number of UK brands are redefining fashion with innovative, responsible practices – from embracing circular economies to adopting lower-impact production methods. At Parnassus, we go further. As pioneers in sustainable leather production, we champion full traceability, environmental responsibility, and exceptional craftsmanship. Our leather is not only ethically sourced and premium-grade, but also produced using traditional vegetable tanning methods that are free from harmful chemicals, ensuring minimal environmental impact. We proudly share profits with the farmers who supply our hides, directly supporting small agricultural communities and helping to sustain local industries. Every product is designed with longevity in mind, contributing to a more thoughtful, reduced-consumption model of fashion. As part of the slow fashion movement, we’re working alongside conscious consumers and forward-thinking partners to build a future where style, sustainability, and social responsibility are deeply intertwined.