In today’s world, sustainability in the fashion industry is no longer just a trend – it is an essential shift.
Building a sustainable business has become imperative not only for global corporations but also for Ukrainian brands. Sustainability is about more than just eco-consciousness; it represents a long-term strategy in an era of environmental crisis, rising consumer demand for transparency and ethics, and a fundamental shift in purchasing priorities.
According to the United Nations, the fashion industry is one of the most polluting sectors in the world, accounting for 10% of all global greenhouse gas emissions and 20% of total water pollution. By 2025, the transition to sustainable business models will no longer be just a matter of social responsibility – it will be a competitive advantage.
In this article, we will explore 10 key steps to building a sustainable fashion business, featuring global and local brands that have already embraced this successful path.
1. Use Eco-Friendly Materials
This is the foundation of sustainability. The most environmentally friendly materials include organic cotton, hemp, and linen. Recycled polyester is a less harmful alternative, while cutting-edge materials such as Mylo (mushroom-based leather), Pinatex (pineapple fiber fabric), Fleather (flower-based material), and cactus-based leather are revolutionizing the industry.
Stella McCartney was one of the first brands to fully eliminate natural leather and fur, replacing them with eco-friendly alternatives.
Sustainability is not just for global brand – Ukrainian fashion is also embracing it. DevoHome produces hemp-based textiles grown without chemical fertilizers, while Phenomena (a brand from Kharkiv) uses natural linen for its designs. These materials are not only eco-friendly but also highly durable.
2. Implement Responsible Waste Management
Instead of sending textile waste to landfills, send it for recycling. The Ukrainian company Re:inventex helps brands properly dispose of textile waste from sewing and weaving industries, transforming it into new materials.
By partnering with recyclers, fashion businesses can reduce their environmental footprint, contribute to the circular economy, and enhance their brand reputation.
For Ukrainian companies, collaborating with local recycling firms is a simple yet impactful step toward sustainability.
3. Adopt Zero-Waste Design & Sustainable Packaging
No waste – everything is used! Zero-waste design ensures that fabric is utilized efficiently, leaving no excess scraps.
A great example is Eileen Fisher, which repurposes old clothing into exclusive accessories, textiles, and even artwork.
In Ukraine, designer Ksenia Schnaider has created collections in collaboration with Adidas and is pioneering denim upcycling, turning old jeans into fashionable, one-of-a-kind designs.
4. Prioritize Durability & Quality
The world needs clothing that lasts, not fast fashion that contributes to waste accumulation. By designing long-lasting products, businesses can reduce overconsumption and textile waste.
Fashion brands should focus on high-quality craftsmanship and educate consumers on how to properly care for their clothing. Companies like Levi’s even offer repair services to extend the lifespan of their products.
5. Optimize Energy Consumption
Energy conservation is great, but switching to renewable energy sources is even better! Using solar and wind power can dramatically reduce a company’s carbon footprint.
According to Inditex's 2023 annual report, the company consumed 1,551,492 MWh of renewable electricity across its facilities. Additionally, Inditex is investing in clean energy projects, including a wind farm in La Coruña to supply green energy to its headquarters.
Meanwhile, Stella McCartney continues to invest in eco-friendly technologies to further reduce its environmental footprint.
6. Leverage Cutting-Edge Technologies
The tech industry is evolving, and so is fashion sustainability. Forward-thinking brands are embracing innovation by using eco-functional materials such as:
✔ Adidas – sneakers made from recycled ocean plastic
✔ Pangaia – clothing made from eucalyptus fibers
7. Localize Production
Why produce locally? The benefits include lower emissions from transportation, supporting local communities, creating jobs, and boosting regional economies.
Ukrainian brands are leading by example:
✔ Framiore – works with small local ateliers
✔ Phenomena (Kharkiv) – uses local production to reduce environmental impact
8. Educate Consumers on Sustainable Fashion
Sustainability isn’t just about business operations – it’s also about consumer awareness.
Fashion brands should educate their customers on the real impact of fast fashion and showcase sustainable solutions through social media campaigns and charity initiatives.
For example, Patagonia runs educational programs on proper clothing care to extend product lifespan.
9. Ensure Transparency & Ethical Business Practices
Consumers want more than just products – they want to know the story behind them. Transparency in supply chains, production, and labor practices builds trust and increases brand loyalty.
Zharko, a Ukrainian brand, is a great example of this, openly sharing their production processes on social media.
10. Embrace Social Responsibility
Ethical business is not just about environmental sustainability – it is also about social responsibility. Take care of your employees by ensuring official employment, insurance, competitive wages, and safe working conditions. Support socially vulnerable groups by offering them job opportunities, and improve accessibility for people with disabilities. Most importantly, communicate these initiatives – raising awareness not only strengthens your brand’s reputation but also inspires other businesses to follow suit.
A great example is Veja, a footwear brand that collaborates with Brazilian farmers, providing them with stable income and fair working conditions. The company openly acknowledges that their sneakers cost more than mass-market alternatives, but this allows them to ensure fair wages and ethical production, not to mention the sustainability of the materials they use.
Sustainability isn’t just about saving the planet – it’s about staying competitive.
Consumers are shifting toward eco-conscious brands. According to a McKinsey & NielsenIQ study, 60% of customers are willing to pay more for sustainable products in eco-friendly packaging.
Is sustainability expensive? Contrary to popular belief, sustainability helps businesses cut costs by reducing energy consumption and optimizing production.
Transitioning to sustainable business practices is a challenge, but one that businesses can adapt to. By implementing eco-friendly and ethical solutions, brands can minimize their environmental impact while building a stronger, more competitive identity in the global market.
Step by step, we move toward sustainability – together, we can make a difference!
