Sustainable Fashion: Breaking the Myth

Sustainable fashion is "clothing, shoes, and accessories that are manufactured, marketed and used in the most sustainable manner possible, taking into account both environmental and socioeconomic aspects" (Green Strategy, 2017). Sustainable fashion has gained traction over the past 20 years amongst researchers, retailers, manufacturers, and especially consumers. For my thesis, I am investigating whether fashion retailers are truly reducing the environmental impacts of producing their apparel brands or if they are simply incorporating new consumer preferences into their business operations in an attempt to capture a new segment of consumers. I describe the current state of sustainable fashion, several retailers that have chosen to participate in the sustainable fashion movement, and how these retailers are currently serving their green customers. The retailers discussed throughout my thesis include both fast-fashion retailers and apparel brands that claim to sell sustainable fashion and market themselves as such to consumers. I will discuss their related supply chain operations, as well as the environmental and social impacts of those processes alongside attitudes and behaviors of green consumers. Based on my analysis, I offer conclusions as to whether sustainable fashion is, in fact, attainable