Sustainable fashion often appears on magazine covers and social media feeds, celebrated as a breakthrough in responsible consumerism. Yet, the industry continues to face criticism for significant gaps between its promises and real-world impact. Even well-intentioned initiatives—like introducing organic materials or launching recycling programs—can fall short if brands fail to address fundamental issues such as overproduction, lack of transparency, and inadequate supply chain standards. Below, we explore some of the most enduring myths in sustainable fashion and why genuine reform demands more than simple adjustments—it calls for systemic accountability, including government intervention.
“Eco-Friendly” Fabrics Are Enough. One common assumption is that switching to organic cotton or recycled polyester instantly turns a brand “sustainable.” While improved materials can reduce some environmental harm, they don’t inherently solve overproduction or inadequate working conditions. Without robust auditing and a willingness to reduce volume, even “eco-friendly” items may become empty gestures. Expert in Sustainability, Yanyn San Luis, CEO, The Win Woman, says
“When it comes to real sustainability in fashion, marketing alone isn’t enough—we need strong policies and accountability. Extended Producer Responsibility (EPR) laws, which require brands to take responsibility for their products' entire lifecycle, can make a huge difference. Global efforts like the UN’s Fashion Industry Charter for Climate Action help push for supply chain transparency and measurable progress. Without these policies in place, sustainability risks being just another buzzword rather than real change.” [Yanyn San Luis, CEO, The Win Woman]
Market-Based Solutions Will Save the Day. From rent-your-runway concepts to closed-loop recycling promises, market-based fixes often inspire initial enthusiasm but rarely achieve deep change. The recent feud surrounding Loro Piana illustrates how luxury brands tout sustainability yet maintain production models built on high turnover and resource-heavy processes. True progress may require stricter environmental regulations, carbon taxes, or extended producer responsibility mandates that compel companies to address the full lifecycle of their products. Francesca Tordoya, Marketing Specialist, adds:
“At PUMA, sustainability has driven innovation, encouraging us to think outside the box—whether by reusing different materials or creating modular structures for activations. What may have started as a challenge has now become part of our day-to-day operations. It has also brought efficiencies to our processes. Before adopting a sustainable mindset in our brand planning process, we often wasted time and resources on non-essential activities” [Francesca Tordoya, Team-Head Brand and Communications at Puma]
Recycling Alone Can Reverse Textile Waste. While recycling is crucial, the reality is that much of the apparel made today ends up incinerated or buried in landfills. The recycling infrastructure in many regions is ill-equipped to handle mixed fibers, and the process itself can degrade materials. Without tackling the root causes—like fast-fashion consumption cycles and opaque supply chains—recycling programs can become little more than PR-driven band-aids. We asked Juanca Sznak, CEO and Co-Founder at Hösėg, for his input in this matter:
“Using blockchain and RFID technology can enhance supply chain transparency, enabling companies and consumers to track and manage the product lifecycle. Now more than ever, we must implement technological solutions.” [Juanca Sznak, CEO and Co-Founder at Hösėg]
Luxury Brands Are Automatically Sustainable. Some luxury fashion houses benefit from a perception of craftsmanship and heritage that suggests durability and high-quality production. However, not all luxury brands prioritize ethical sourcing or low-impact materials. Just because a label charges top dollar doesn’t guarantee it pays fair wages or minimizes water pollution. This discrepancy can erode consumer trust when investigative reports or controversies (like the Loro Piana feud) come to light, revealing misaligned practices. For us to dig deeper into fashion’s point of view, we asked expert Alexa Cunzolo her opinion:
“While there are positive aspects to influencer marketing in the fashion industry, there’s also its downsides. With the increase of influencer marketing on social media, trends have cycled through much faster causing consumers to lack a sense of personal style and feel the need to “keep up” instead of working with items they already own. Additionally, “shopping haul” videos of mass-produced items from fast-fashion brands can promote an unhealthy desire to over-purchase clothing items that aren’t needed, creating additional waste. To combat these issues, brands can focus on promotion of capsule wardrobes and timeless designs that are meant to be invested in.” [Alexa Cunzolo, Marketing and Social Media Coordinator, Social Media Analytics]
Marketing “Green” Initiatives Equals Genuine Change. Brands often emphasize small victories—like eco capsules or campaigns that encourage recycling—to position themselves as leaders in sustainability. Yet, without transparency and third-party verification, these claims can amount to greenwashing. Marketing can play a constructive role, but only if it’s backed by tangible reforms and honest communication around challenges and limitations. Stephanie Meyer Gonzalez, Marketing Expert and CEO, says
“Authenticity is key when marketing sustainability—consumers are more informed than ever and can spot greenwashing quickly. In the insurance industry, transparency is just as important, whether it’s explaining policy benefits, pricing, or the long-term impact of coverage. Brands should focus on educating their audience and showcasing real efforts rather than just using sustainability as a buzzword. Storytelling through data, certifications, and behind-the-scenes processes helps build trust and differentiate truly committed brands from those just capitalizing on trends.” [Stephanie Meyer Gonzalez, CEO at Level Up Insurance]
The Path Forward: Accountability and Collective Action. Achieving real sustainability isn’t about being “less unsustainable.” It demands a paradigm shift in how we produce, consume, and regulate apparel. Governments must step in with policies that hold companies accountable for environmental damage, while brands need to commit to transparent operations. Consumers, in turn, have the power to question misleading claims and champion those labels that demonstrate both authenticity and positive impact. The call to action is clear: only through collaborative, systemic efforts can the fashion industry move from superficial fixes to meaningful, measurable change.
Following the words of Francesca, “Sustainability shouldn’t limit expansion goals for any company. Instead, it should empower corporations to achieve those goals with a more conscious and strategic approach”.
Special thanks to Yanyn San Luis, Francesca Tordoya, Juanca Sznak, Alexa Cunzolo, and Stephanie Meyer Gonzalez for their invaluable contributions to this discussion. Your expertise and leadership in sustainability, marketing, and innovation bring essential perspectives to the challenges and opportunities within the fashion industry. What makes this collaboration truly fascinating is the diversity of viewpoints—ranging from transparency and accountability to technological innovation and strategic marketing—all reinforcing the urgency of systemic change. It is through these multidisciplinary insights that we can move beyond surface-level solutions and work toward a truly sustainable future. Thank you for sharing your knowledge and passion for driving meaningful impact!
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