How To Build A Sustainable Fashion Brand & Avoid Greenwashing
- Brainz Magazine
- May 12
- 5 min read
Written by Ria McKelvey, Copywriter & Brand Strategist
Ria McKelvey is a Brand Strategist and Copywriter who draws on 20+ years in fashion, beauty, and lifestyle to help brands deeply understand their target market. Through strategic insights and the power of words, she enables brands to connect meaningfully with their audiences and drive success.
Fast fashion, characterized by rapid production cycles and low prices, offers short-term benefits, but these come with significant hidden costs. For startups looking to build lasting, respected brands, considering sustainability isn't just good ethics, it's good business.
Understanding the true impact of fast fashion
The fast fashion industry, valued at approximately $150.82 billion in 2025, is notorious for its environmental and social repercussions (source UniformMarket ). It stands as the second-largest consumer of water and contributes to about 10% of global carbon emissions – surpassing the combined emissions of international flights and maritime shipping. Earth.Org
Beyond environmental concerns, the human toll is staggering. Reports have highlighted exploitative labor practices, with workers enduring grueling hours for low wages. Earth Day
These challenges aren't merely ethical dilemmas; they're becoming business liabilities as consumers increasingly demand transparency.
Why embracing sustainability makes business sense
Adopting sustainable practices doesn't necessarily mean positioning yourself exclusively as an eco-brand. Rather, it’s about future-proofing your business:
Consumer preference shift Today’s consumers, particularly Millennials and Gen Z, actively support brands that prioritize sustainability. According to Nielsen, 73% of Millennials are willing to pay more for sustainable goods.
Long-term cost savings Sustainability often leads to more efficient use of resources. Using eco-friendly materials or sustainable production methods might appear costlier initially, but can significantly reduce operational costs long-term through energy efficiency and waste minimization.
Risk management and compliance Governments globally are tightening regulations around environmental compliance. By proactively integrating sustainability, startups avoid potential fines and reputational risks associated with non-compliance.
Investor unterest ESG (Environmental, Social, Governance) considerations are increasingly influential among investors. Sustainable startups attract investments more easily, as investors prefer brands positioned for long-term viability (MDPI).
Innovation advantage Sustainability pushes brands toward innovative thinking. Exploring eco-friendly materials, supply chain transparency, or circular economy principles can differentiate your brand from competitors.
Digital innovation: Reducing waste through virtual design
You might not immediately think of digital design tools as part of your sustainability strategy, but programs like CLO 3D are proving to be powerful allies in reducing waste and streamlining production.
CLO 3D enables designers to create true-to-life 3D garment visualizations, allowing for accurate assessments of fit, drape, and style without the need for physical samples. By adopting virtual prototyping, brands can significantly reduce the number of physical samples produced, thereby decreasing material waste and lowering carbon emissions associated with shipping and manufacturing. This digital approach not only supports environmental goals but also accelerates the design cycle, enabling faster decision-making and more agile responses to market trends.
Moreover, CLO 3D facilitates remote collaboration among design teams, suppliers, and stakeholders, reducing the need for travel and further contributing to a brand's sustainability efforts. As the fashion industry continues to evolve, integrating digital tools like CLO 3D becomes a step toward building a more sustainable and efficient design process.
Authentic sustainability communication: Avoiding greenwashing
Authenticity is key in sustainability messaging. Startups should:
Set achievable goals: Clearly communicate realistic and measurable sustainability objectives to maintain trust.
Be transparent: Share openly about successes and areas for improvement. Consumers appreciate honesty over perfection (Vogue Business).
Provide concrete evidence: Support claims with data, certifications, or third-party validations.
Small steps, big impact: Practical sustainability for startups
For small startups, sustainability might feel overwhelming, but practical, affordable steps can make a significant difference:
Source eco-friendly packaging: Switch to recyclable or compostable packaging materials. This reduces plastic waste and resonates strongly with environmentally-conscious consumers.
Plant trees to offset carbon: Partner with initiatives like Veritree to integrate tree-planting programs. It's a tangible, marketable sustainability practice that customers feel good about and appreciate.
Embrace on-demand production: Implement made-to-order practices. This minimizes inventory waste and reduces upfront investment in stock, aligning financial prudence with environmental benefits.
Sustainable sourcing: Collaborate with suppliers who prioritize ethical and eco-friendly practices. Research and select vendors that transparently share their sourcing, production processes, and certifications. Collaborating with suppliers who follow sustainable methods can greatly enhance your brand’s credibility and align your business operations with consumer values.
Choose quality materials: Selecting durable, responsibly sourced fabrics signals your commitment to creating garments that last. It builds consumer trust and plays a key role in reducing fashion waste caused by poorly made, disposable items.
Work with local artisans: Collaborating with skilled local makers supports traditional craft, can reduce the carbon footprint of your supply chain, and helps nurture community-based economies. For brands, it adds depth to the storytelling behind each product while enhancing transparency and traceability – key values that resonate with today’s conscious consumers. Sourcing locally can also allow for smaller production runs and closer quality control, making it both a sustainable and strategic choice.
Explore b-corp certification: Even small startups can strive for or align with B-Corp principles. It signifies commitment to social and environmental performance and is attractive to consumers and investors alike.
Taking the next steps
The shift towards sustainability isn't merely an ethical choice, it’s strategically smart business. Startups that embrace authentic sustainability benefit from enhanced consumer trust, reduced operational costs, and greater investment opportunities. Practical, achievable steps can lead to impactful change without significant expense.
Embracing sustainability isn't about immediate perfection, but about consistent progress and genuine intent. The first step towards sustainability is developing awareness and taking a genuine interest in understanding your brand’s environmental and social impacts. Every effort, no matter how small, brings you closer to making meaningful changes in how we consume fashion and products. Celebrate the progress you make; each step is a positive move toward a sustainable future.
As a copywriter and brand strategist, I support startups in effectively communicating their sustainable initiatives, creating authentic narratives that resonate with their target audience. For further guidance on integrating meaningful sustainability into your brand’s story, feel free to connect.
Read more from Ria McKelvey
Ria McKelvey, Copywriter & Brand Strategist
Ria McKelvey draws on her experience in fashion design and brand ownership to empower brands with the strategic insight they need to thrive. By helping clients understand their target market, she ensures each brand voice resonates authentically. Working across fashion, beauty, and lifestyle, Ria specializes in using the power of words to forge connections that drive results, turning thoughtful storytelling into a tool for engagement, loyalty, and business success.
