What does “sustainable fashion” actually mean? Sustainable fashion refers to creating clothing, footwear, and accessories in ways that reduce environmental impacts, conserve resources, and minimise waste. This goes far beyond choosing an “eco-friendly brand”.

It’s about rethinking the entire lifecycle of a product.

The fashion industry consumes a significant share of the world’s freshwater resources. According to the Ellen MacArthur Foundation, the global fashion and textiles industry uses around 93 billion cubic metres of water each year, equivalent to roughly 4% of global freshwater withdrawals.

Sustainable fashion is often confused with ethical fashion, but they address different challenges. While ethical fashion focuses on fair labor practices and safe working conditions, sustainable fashion emphasises environmental responsibility. Both, however, work together to create a more conscious and responsible industry.

One of the most important ways brands adopt sustainability is through the materials they use. Today, a wide range of eco-friendly fibres and fabrics are helping reduce the industry’s impact. Some of the most widely used sustainable materials include:

Hemp

Hemp fabric is made from the stalks of the Cannabis sativa plant. Hemp fabric is durable, breathable, naturally pest-resistant, and highly tensile. But because of the psychoactive properties of the Cannabis sativa plant, farmers find it difficult to grow it.

It remains renowned as an excellent material for clothing that surpasses cotton and synthetic textiles by most metrics. Hemp fabric gets better with each wash.

Cotton (Organic)

Organic cotton is grown without synthetic fertilisers or pesticides. Cotton is one of the most widely used fabrics globally. It is a naturally organic textile, meaning it’s made from plant fibers and contains no synthetic compounds.

This fabric is valued for its breathability, softness, and lightweight feel. While cotton is more durable than silk, it is less durable than wool and can be prone to pilling, ripping, and tearing.

Bamboo Fiber

Bamboo fiber is derived from the pulp of the bamboo plant and is known for its softness and natural antibacterial qualities. However, most bamboo fabric available today is actually bamboo viscose, an inexpensive material that raises environmental and occupational safety concerns due to the chemicals used in its production.

The highest-quality bamboo fabric is made without extracting cellulose. Instead, crushed bamboo fibers are treated with natural enzymes, then washed and spun into yarn. This process produces a silky, smooth yarn, and the resulting fabric is often referred to as bamboo linen.

Linen

Linen is made from the stems of the flax plant. It is lightweight, biodegradable, and well-suited for warm climates.

Linen is fully biodegradable and breaks down naturally without releasing microplastics into soil or waterways. Its cooling, breathable, and moisture-wicking properties also help reduce reliance on energy-intensive air conditioning in hot climates.

Wool

Wool, derived from animal hair, most commonly sheep, offers exceptional insulation and impressive longevity when properly cared for. It has low embodied energy, produces minimal pollution during manufacturing, and does not carry the health risks associated with materials like mineral wool or fibreglass.

One of wool’s greatest strengths is its ability to absorb and release moisture, allowing it to regulate temperature effectively throughout the year. With responsible care, wool garments can last for decades, and at the end of their life cycle, they naturally decompose, unlike synthetic fibers, which can remain in the environment for centuries.

Synthetic and Regenerated Fibers

Recycled Polyester (rPET)

Recycled polyester (rPET) is made from post-consumer materials like plastic bottles and packaging, helping divert millions of tonnes of waste from landfills and the environment each year. Its production requires significantly less water and energy than virgin polyester, generates fewer CO₂ emissions, and eliminates the need for new fossil fuels.

In fact, creating rPET from recycled bottles instead of petroleum can reduce energy use by up to 60% while substantially lowering carbon emissions.

Recycled Nylon

Recycled nylon is produced from both pre-consumer waste, such as fabric scraps, and post-consumer waste like discarded fishing nets and old carpets, materials that are major contributors to ocean plastic pollution.

According to the United Nations Environment Programme (UNEP), about 8 million tons of plastic enter the oceans each year, with abandoned fishing nets being a significant source. The use of regenerated nylon, such as Econyl (made from 100% recycled nylon), has helped prevent thousands of tonnes of this waste from reaching beaches and marine ecosystems.

Rayon

Rayon is a regenerated cellulose fiber typically made from wood pulp, often sourced from fast-growing, low-impact trees such as eucalyptus, beech, or bamboo. While rayon is composed of 100% cellulose and is fully biodegradable, its sustainability depends heavily on where the pulp comes from.

Lyocell (Tencel)

Lyocell (often marketed under the brand TENCEL™) is produced from wood pulp through a non-toxic, closed-loop process that recovers 99.7% of the solvent (NMMO) and 95% of the water used. This significantly reduces chemical pollution compared to traditional viscose rayon and results in up to 50% lower carbon emissions and water consumption than standard modal or lyocell production methods.

How to Start Your Sustainable Fashion Business?

Starting a sustainable fashion brand begins with more than just choosing eco-friendly materials; it starts with a clear sense of purpose.

A strong vision acts as the foundation of your business, shaping every decision you make, from design and sourcing to production and communication. This vision should be both inspiring and practical, expressing your commitment to reducing environmental impact, supporting ethical labor practices, and contributing positively to the future of fashion.

Choose Responsible Fabrics.

For many small fashion brands, sourcing certified, low-impact materials is one of the biggest challenges. Accessing accurate material data, checking certifications, and gathering traceability documents often takes more time than the design process itself.

Traditional sourcing methods make this even harder. Attending global trade fairs, working with agents, or relying on industry contacts can be too costly or impractical for new brands. Local fabric shops may be convenient, but they rarely offer certified sustainable materials or the documentation needed for verified claims.

These limitations show that today’s sourcing system isn’t designed for small or emerging labels. Without reliable information or direct supplier access, guaranteeing quality and sustainability becomes difficult.

The good news is that the industry is changing. As transparency becomes a priority, new digital tools and sourcing platforms are making certified materials more accessible to brands of all sizes.

Before exploring these solutions, it’s essential to understand what “verified” materials really mean, because not all sustainability claims are as reliable as they appear.

Recognized Certifications

One of the simplest ways to confirm a supplier’s sustainability claims is through reputable third-party certifications. Standards like GOTS (for organic materials) and OEKO-TEX Standard 100 (for non-toxic processing) help verify fiber safety and environmental compliance.

Recycled materials may carry GRS or RCS, while some leather alternatives include certifications confirming vegan or plant-based content. These labels provide quick, reliable proof that the material has been independently assessed, not just marketed as “eco-friendly.”

As an overall sustainable business, you can consider having a BCorp certification. A B Corp (Certified B Corporation) is a for-profit company certified by the non-profit B Lab for meeting high standards of social and environmental performance, transparency, and accountability.

Fiber Origins and Content

A truly verified fabric begins with clarity about where its fibers originate. Always ask for detailed information on the raw material’s source:

Was the cotton grown in India or Turkey?

Is the wool sourced from certified farms in South America?

A transparent supplier should be ready and willing to share this information. In fact, a good sourcing checklist includes confirming the exact fiber origins and requesting the official certification documents that validate those claims.

Understanding the source and composition of the fibers not only ensures the material’s authenticity but also protects you from misleading or greenwashed sustainability claims.

Processing and Chemicals

How a fabric is processed matters just as much as the fiber itself.

A truly “verified” material should come with transparent information about how it was made, including the dyes, finishes, and chemicals used during production. Responsible mills follow strict chemical standards like Bluesign or ZDHC, which help ensure safer and cleaner processing.

If a fabric claims to be eco-friendly, check whether the manufacturer avoids hazardous chemicals and complies with RSL or MRSL requirements. Certifications such as OEKO-TEX STeP or independent audit reports provide reliable proof that the fabric was produced in a safe, responsible, and environmentally conscious way.

Social and Labor Audits

Verified sourcing isn’t just about materials; it must also include ethical labor practices.

Look for signs that a supplier upholds fair, safe working conditions through certifications like FAIR TRADE, SA8000, or WRAP, or through regular third-party labor audits.

These checks ensure that workers are treated ethically, and many responsible mills can even offer deeper supply-chain visibility, such as where their yarn or raw materials were sourced.

Traceability and Impact Data

Traceability is quickly becoming one of the most crucial parts of verified sourcing. It means being able to follow a material’s journey, from raw fiber to finished fabric, with complete visibility.

Many suppliers now use tools like digital product passports (DDPs) or supply-chain maps that track a fabric’s entire journey. These tools show which factories worked on the material, when each step happened, and where the processing took place.

They also include key environmental data, such as carbon footprint, water usage per meter, and other impact indicators.

For small brands, this kind of transparency is a game-changer. It allows you to confidently back up your sustainability claims, whether you’re speaking to customers, retailers, or regulators.

Reduce Waste Through Design

Minimising waste starts at the design stage. Use zero-waste or low-waste pattern cutting, upcycle leftover fabrics, and repurpose scraps into accessories or secondary products.

Small-batch or made-to-order production helps avoid overstock, while timeless, durable designs encourage long-term wear and reduce the need for frequent replacement.

Market Your Business Authentically

Sustainable fashion brands must communicate honestly. Share clear information about your materials, processes, and challenges.

Use storytelling to educate customers about sustainability and build a community that trusts your mission. Authenticity is the most effective way to avoid greenwashing and stand out in a crowded market.

Here is a detailed guide for developing a 90 Day Marketing growth plan for your sustainable fashion business.

Collaborate with Circular Ecosystems

Circular fashion works best when everyone collaborates. Work with recycling partners, resale platforms, and material innovators, or join accelerator programmes.

These partnerships help you improve traceability, grow faster, and adopt circular practices more effectively.

Choosing recycled and responsibly sourced natural fabrics is one of the most impactful steps toward lowering fashion’s environmental footprint.

Recycled materials extend the life of existing resources and reduce landfill waste, while natural fibers offer biodegradability, minimal toxicity, and lower resource use when produced ethically.

Together, they form the foundation of a more responsible, circular, and future-ready sustainable fashion industry.