Sustainable fashion has become a thing in recent years, as many consumers are becoming more environmentally aware and looking to reduce their carbon footprint. Since such consumers now demand low-impact fashion, it’s understandable that you may wish to go into sustainable fashion to meet that demand. But here’s the deal: sustainable fashion goes beyond just planting trees for every garment sold.
To start a sustainable fashion business, you must choose sustainable fabrics, ensure the entire supply chain is low-impact, and create transparency so consumers can see your brand for what it really is. This isn’t always easy. That’s why we’ve written this blog to set you on the right path.
Here are 7 things you need to know before starting a sustainable fashion brand that eco-conscious buyers will love and trust.
1. Choose an Eco-Friendly Fabric
It wouldn’t make much sense to sell azo-dyed polyester fabrics, which constitute the bulk of the fashion industry’s environmental harm. Before starting a sustainable fashion business, you have to decide to sell only sustainable fabrics that will enable consumers to reduce their carbon footprint. Sustainable fabrics include organic cotton, silk, hemp, and recycled polyester.
Whatever fabric you choose should serve to keep synthetic waste out of landfills. In that case, selling high-quality secondhand pieces or upcycling vintage clothing can be a great idea.
2. Understand the Limitations of Carbon Offsetting
You may have heard about carbon setting, and if I had to guess, I’d say it’s probably on your mind to do. Carbon offsetting basically involves activities that serve to cancel out the carbon emissions you release. Such activities may include planting trees. While this sounds good, here’s the truth: it means you’re releasing carbon emissions into the environment in the first place. And how can you be sure that you can keep planting trees—or whatever method you intend to use—in the long term? And is it possible to measure how much C02 you’re able to remove from the atmosphere?
When it comes down to it, carbon offsetting isn’t so much of a sustainable practice in fashion, unless you’re using it as a supplement to other eco-friendly practices you’re already involved in. It shouldn’t be your primary way of staying sustainable.
3. Prioritize Ethical Labor and Fair Wages
While the word “sustainability” intuitively reminds you of the planet, it’s also about people. If your clothing is produced in unsafe working conditions or by people who are paid less than fair wages, it doesn’t matter how organic your cotton is. You’re harming people, and that’s against everything that sustainability stands for.
When partnering with manufacturers or artisans, ask serious questions: Are workers being paid fairly? Are they working reasonable hours? Is there transparency in the supply chain? It’s usually a good idea to work with a small production line including local tailors, as this will give you a clearer view of their practices. Plus, it gives you a chance to support the livelihoods of these local artisans directly.
4. Minimize Waste in Your Supply Chain
Can you avoid plastic altogether? Even though it’s just minimizing it a bit, this is one important step in starting a sustainable fashion business. Look into recycled boxes or even reusable packaging solutions. Consider encouraging batch shipping (to minimize individual trips) or local pickup options. And let your eco-conscious consumers know why and how you are doing these things. They’ll love your brand more.
Think about product presentation too. If you don’t really need three tags and a plastic sleeve in every package, do without them. Waste reduction is an important aspect of sustainability.
5. Market With Integrity and Transparency
While building your business, don’t forget to set up a website as well. This is your digital showroom. This is where consumers are going to find out about your products, your processes, and everything about your brand. At this point, you owe them a duty of transparency. Many brands do greenwashing, that is, making claims that sound eco-friendly but are not truly what they preach. Consumers are catching on to their lies. You don’t want to go that path.
So on your website, instead of vague buzzwords, focus on showing your process. Talk about the materials you use and why you chose them. Share stories from your supply chain. Be honest about your limitations, too. This builds trust.
6. Don’t Skip SEO
Remember that no matter how beautiful and transparent your site is, no one will find it unless it’s optimized for the search engines. Search engine optimization is an important part of your sustainable fashion brand. Start by identifying keywords your potential customers are searching for. “Eco-friendly dresses” and “organic cotton shirts” sound pretty much like what users will type on Google when looking for sustainable clothing. Be sure to include these in your website content if you have such products. You may also use SEO tools to find great keywords. Include those phrases in your product descriptions, page titles, and more.
And have a blog section. Answer common questions people are asking about sustainable fashion. It’s a good way to present yourself in front of your target audience.
7. Get Certified
Although not always necessary, eco-certifications can go a long way in building credibility. In short, some customers rely on these certifications to spot genuinely sustainable brands (this isn’t always reliable, but they do it all the same).
Depending on your niche and products, consider certifications like:
- OEKO-TEX (for testing materials for harmful substances)
- GOTS (Global Organic Textile Standard)
- Fair Trade (focused on labor and ethical production)
- B Corp (for overall social and environmental responsibility)
Keep in mind that certifications take time and money, so they may not be possible right away. But having a plan to work toward one and sharing that with your audience shows commitment and integrity. Speaking of money…
8. Build a Business Model That Balances Purpose and Profit
Finally, remember that sustainable fashion often comes with higher upfront costs. Spending more time to carefully curate sustainable fabrics or paying fair wages, all of that is costly. So you want to get clear on your pricing and income streams right from the get-go. No for-profit business should be running at a loss, no matter how sustainable it hopes to be.
Consider starting small with limited collections or pre-orders to reduce inventory waste and gauge demand. There are tools for tracking costs, expenses, and even forecasting growth. And when you finally decide to scale up, don’t go over the top all at once. Start small, stay lean. Most importantly, understand your ideal customer, what they care about, how they shop, and what they’re willing to pay.
In short, purpose without profit isn’t sustainable. But when done thoughtfully, your mission can be your market advantage. People are willing to pay a premium as long as the product serves their purpose and values.
Final Thoughts
Now, we have to be straight with you. You may have even noticed it throughout this blog: sustainable fashion isn’t always easy. But that’s what makes it worth doing, right? It’s a chance to slow things down, to create pieces that matter, and to build a brand that aligns with your values and your vision for the future.
And while the path may not be the fastest or cheapest, it will make a more lasting impact in the long run. And that’s what it means to make a difference.
