Sustainable Fashion, Demystified: What It Is (and Isn't)

Sustainable fashion is about minimizing harm to people and the planet, through transparency, ethical labor, environmental care, and circularity. It’s not just a buzzword. With new data and deeper insight over the last two years, here are the top 8 myths that continue to mislead brands and consumers, with concrete ways to debunk them.

Myth #1: “Luxury Brands Are Sustainable by Default”

Reality: Transparency isn’t guaranteed by prestige. Fashion Revolution’s 2023 Transparency Index showed that luxury doesn’t automatically mean ethical or eco-friendly. Most top luxury brands don’t disclose supply chain details or wage data. In fact, some scored lower than fast fashion brands on transparency. Many rely on marketing language and aspirational branding to suggest responsibility without providing hard proof. Consumers are often misled by beautiful imagery and high price tags. The luxury sector has the resources to lead in sustainability but often chooses opacity.

Why It Harms: Brands hide behind prestige instead of addressing real issues. This misleads well-meaning consumers and slows pressure for meaningful change. It also gives these brands a competitive edge over smaller, truly ethical labels. Allowing luxury to get a pass erodes the standards we’re trying to set for the rest of the industry.

Fix It: Demand supply chain disclosure and independent certifications. Transparency should matter more than a logo.

Myth #2: “Brands Can Be 100% Sustainable”

Reality: No brand is fully sustainable. Fashion is inherently resource-intensive. Brands may improve, but perfection isn’t realistic, especially with no standard definition of “sustainable.” Every product has a footprint, whether in raw materials, water use, energy, or human labor. Sustainability is about reducing harm, not eliminating it altogether. Even the most committed brands are navigating trade-offs and areas for growth.

Why It Harms: Encourages greenwashing and unrealistic expectations. In the EU, vague sustainability claims can now lead to fines, legal issues, and companies being removed from public tenders. When brands overpromise and underdeliver, trust erodes, and real progress is overshadowed. It also sets consumers up to feel like their efforts are futile when they discover the truth.

Fix It: Push for measurable targets (emissions, wages, traceability) and honest reporting. Sustainability is a process, not a label. Work on creating a product that is the best it can be, and let that speak for itself.

Myth #3: “Secondhand Clothing Is Always Sustainable”

Reality: Reuse is important, but it’s not a solution to overproduction. Secondhand markets, especially in the Global South, are overwhelmed by cast-offs, and many end up in landfills. Mountains of discarded clothing are choking ecosystems and burdening countries that didn’t create the waste. Only a fraction of those "donated" garments are actually resold. The second-hand market is a supply chain in itself, leading to even more questions about how its workers are treated, paid, and what their labor rights are.

Why It Harms: This shifts focus away from reducing production. It also creates a false sense of “zero waste” while hiding the continued impact of mass manufacturing. Brands may overproduce without consequence, assuming donation bins and resale platforms will pick up the slack. That’s not sustainable, it’s a stall tactic.

Fix It: Combine reuse with consumption cuts and better textile recycling. Educate consumers on responsible donating and mindful buying.

Myth #4: “Made in USA/UK = Ethically Made”

Reality: Exploitation happens everywhere. Reports show garment workers in Los Angeles and Leicester still face poor wages and conditions. Geography doesn’t guarantee ethics. In fact, domestic factories can operate under the radar with minimal oversight. Garment workers in the U.S. have reported being paid by the piece, resulting in wages as low as $2–5 per hour. Labor abuses don’t stop at the border, they just get less media attention.

Why It Harms: This lets brands avoid scrutiny at home. Consumers believe they're supporting ethical production when they may not be. It also devalues the fight for better labor protections in high-income countries. This myth shields exploitation behind a national flag.

Fix It: Demand audits and wage data for all factories, domestic or abroad. Fair labor should be non-negotiable across the board.

Myth #5: “Sweatshop Jobs Are Better Than Nothing”

Reality: Garment workers in many countries earn poverty wages and face unsafe conditions. Recent reports show 91% of Bangladeshi workers experience food insecurity. Many lack healthcare, job security, and basic protections. These jobs often come with verbal abuse, harassment, and physically dangerous environments. Just because someone takes a job out of necessity doesn’t make it fair or dignified.

Why It Harms: Normalizes abuse under the guise of opportunity. It discourages investment in long-term improvements and wage structures. It dehumanizes workers by treating their labor as cheap and expendable. If we justify exploitation because “it’s better than nothing,” we halt progress before it starts.

Fix It: Support living wage campaigns and unionization. Highlight that decent work, not just any work, is the goal.

Myth #6: “Low Wages Are Just the Factory’s Fault”

Reality: Brands often drive poor conditions through low pricing, short lead times, and order cancellations. Suppliers operate under immense pressure. When brands squeeze margins, factories cut corners, usually on labor. Brands also cancel or delay payments, destabilizing entire factory networks. This behavior is systemic, not isolated.

Why It Harms: Shifts accountability away from the most powerful players. It allows major brands to profit from exploitation without consequences. It also limits the ability of factories to improve even when they want to. True accountability starts at the top.

Fix It: Advocate for responsible purchasing, fair prices, timelines, and contracts. Support legislation that enforces brand accountability. If you are a brand, stick to your contract and stay true to your values.

Myth #7: “Paying Workers More Makes Fashion Unaffordable”

Reality: Labor makes up only 2–4% of a garment’s price (Oxfam Australia, "What She Makes" campaign, 2023: https://whatshesmakes.oxfam.org.au/the-truth-behind-the-barcode/). Doubling wages would barely affect retail cost. Most price hikes come from markups and marketing. Research shows that raising wages would often increase prices by less than $0.50 per item. It’s a matter of prioritizing people over excessive profits. Profit margins in fashion allow for wage increases without burdening consumers.

Why It Harms: Discourages wage increases and spreads misinformation. It frames ethics as incompatible with affordability. This narrative protects brand profits while leaving workers behind. Consumers are misled into thinking sustainability is always out of reach.

Fix It: Share clear cost breakdowns. Encourage brands to absorb increased labor costs within margins, not consumer prices.

Myth #8: “Sustainable Fashion Is Only for the Rich”

Reality: Sustainability doesn’t mean expensive. Thrifting, swapping, renting, repairing, and conscious buying are accessible ways to participate. The most sustainable option is often what’s already in your closet. Community programs and DIY culture are making low-cost conscious fashion more common. It’s about shifting mindset, not just spending more.

Why It Harms: This creates an elitist image of sustainability. It excludes the majority and discourages participation. It also distracts from the fact that fast fashion isn’t truly affordable when you factor in cost-per-wear or environmental harm. Everyone should have a seat at the table.

Fix It: Highlight low-cost sustainable practices. Promote community swaps, upcycling, and inclusive messaging.

Sustainable fashion is about progress, not perfection. This can’t be drilled in enough. By addressing these myths, we move closer to a fashion system that values people and the planet at every stage. It is up to us, as designers, brands, and consumers, to build a system that is better, more caring, and less harmful. Use your votes, use your dollars, and use your words to make a difference.

Sources:

Fashion Revolution. Fashion Transparency Index 2023. Fashion Revolution, 2023. https://www.fashionrevolution.org/fashion-transparency-index-2023

Fashion Revolution. What Fuels Fashion?. Fashion Revolution, 2024. https://www.fashionrevolution.org

Oxfam Australia. What She Makes: The Price We Pay for Cheap Clothes. Oxfam Australia, 2023. https://whatshesmakes.oxfam.org.au/the-truth-behind-the-barcode/

“Beneath the Seams: The Human Toll of Fast Fashion.” Earth Day, EarthDay.org, 2024. https://www.earthday.org/beneath-the-seams-the-human-toll-of-fast-fashion

“Luxury Leads the Way in Transparency—But There's Still a Long Way to Go.” Vogue Business, 2023. https://www.voguebusiness.com/sustainability/luxury-leads-the-way-in-transparency

“Fashion Brands Are Failing to Act on Decarbonisation.” Vogue Business, 2024. https://www.voguebusiness.com/story/sustainability/fashion-brands-are-failing-to-act-on-decarbonisation-fashion-revolution

The Underswell. “An Overview of the 2023 Fashion Transparency Index.” The Underswell, 2023. https://www.theunderswell.com/blog/overview-of-the-2023-fashion-transparency-index

The Guardian. “Fashion’s Waste Crisis: The Secondhand Clothes That No One Wants.” The Guardian, 2023. https://www.theguardian.com