Sustainability in Fashion: More than just a trend

Sustainability in fashion is a topic that is very close to my heart and one I have been dedicated to for seven years. It is an incredibly complex, multifaceted, and constantly evolving subject.

My interest in sustainability developed in London. During several internships in the fashion industry, I had the opportunity to see how both small and large brands operate. The desire for my own education and for systemic change eventually led me to found ADVA. In London, as elsewhere abroad, the discussion about sustainable fashion was common. No one questioned the meaning of the term "sustainable fashion." On the contrary, common paths and solutions were sought, and we all believed that progress is only possible through cooperation.

After returning to the Czech Republic, however, I discovered that we have our own view on sustainability in the fashion industry here. For most people in the Czech Republic, and unfortunately even in our sector, the word "sustainability" has become a concept devoid of deeper meaning. Everyone interprets the topic of sustainability differently, and its true sense is often lost. As soon as the discussion turns to sustainability, we quickly reach a point where the term is considered unrealistic. Its original meaning is completely lost, and the discourse slides into a binary view—everything is either black or white.

Sustainable fashion is often confused with concepts like consumerism, responsibility, or transparency. Although these topics are closely linked to sustainability, they should not be confused with it. That is precisely why I wrote an article about the biggest myths and facts regarding sustainable fashion.

Myths and facts about sustainable fashion

1. Sustainable fashion is too expensive. MYTH

FACT: Sustainable fashion from responsible brands requires a higher investment due to the use of quality materials, fair wages for workers, and the research behind every product, but it is not inaccessible. Alternatives such as second-hand shopping or using rental services allow access to sustainable fashion at lower prices. High-quality, sustainable pieces can also be found for a fraction of the original price, making sustainable fashion accessible to a wider public.

2. We use recycled polyester or organic cotton, so we are sustainable. MYTH

FACT: Although using certified sustainable materials like organic cotton or recycled polyester is a positive step, it does not automatically mean the brand is sustainable overall. Sustainable fashion requires a comprehensive approach that includes not only the choice of materials but also how they are processed, working conditions during production, environmental impact, and the overall product life-cycle strategy. True sustainability stems from in-depth analysis and responsibility at every stage of the production process, from initial design to recycling or product disposal.

3. Only one path in sustainable fashion is the best. MYTH

FACT: There is no single "best" way to practice sustainable fashion. Each method, whether it is custom sewing, upcycling, second-hand shopping, or sustainable collections from brands, has its advantages and disadvantages. The key is diversity and cooperation. Building a new ecosystem for sustainable fashion means providing consumers with a wide range of options and supporting various approaches that collectively contribute to a better and more sustainable fashion industry. The goal should be to seek solutions together, not to compete over who is "more sustainable."

4. Made in the Czech Republic means the product was made locally from A-Z. MYTH

FACT: The label "Made in the Czech Republic" often does not cover the entire production process. Although the final production of a product may take place in the Czech Republic, most raw materials and some key production steps, such as fiber processing or dyeing, usually take place outside the country. For example, organic cotton fabrics may be woven in the Czech Republic, but their base raw materials and further processing may come from various parts of the world. For true sustainability and ethics, transparency regarding the origin of materials and the overall production process is key. An exception may be, for example, regional wool.

5. Luxury brands are more sustainable and ethical. MYTH

FACT: The assumption that the higher price of luxury brands corresponds to higher standards of sustainability and ethics is a myth. Many luxury brands manufacture in the same factories as fast fashion, often without guaranteed ethical sourcing of materials or fair working conditions. Higher prices often reflect brand prestige and design, not necessarily sustainable production practices. Luxury brands can also engage in greenwashing when they talk about sustainability without providing concrete evidence. It is important for consumers not to rely solely on price or brand, but to look for transparent information about the total impact of products on the environment and society.

6. Second-hand clothing always reduces the carbon footprint of fashion. MYTH

FACT: Although second-hand clothing can be a more sustainable alternative, its impact depends on various factors. Transportation and the processing of these garments can consume energy and resources, while massive exports to developing countries can negatively affect local textile industries and contribute to greater waste. Furthermore, some second-hand clothes, especially those from fast fashion sources, may have a shorter lifespan. Even though second-hand shopping can be a more sustainable choice, it is important to consider the overall impact on the environment and the economy.

7. A sustainable wardrobe starts with clearing out your closet and throwing things away. MYTH

FACT: Sustainable fashion is not based on throwing away existing clothes, but on maximizing what you already own. Instead of discarding fast fashion garments, the key is to focus on maintaining them and using and wearing them as much as possible. A scientific view of sustainability emphasizes the long-term use of materials and waste reduction. This approach helps reduce the demand for new products and lowers the overall carbon footprint of the fashion industry. The ideal is then to gradually supplement such a wardrobe with high-quality sustainable alternatives instead of fast fashion pieces.

8. Sustainable fashion means minimalism or a capsule wardrobe. MYTH

FACT: Sustainable fashion involves limiting excessive consumption and waste, but it does not require a minimalist wardrobe. It is based on conscious consumption, which does not mean strictly limiting the number of pieces of clothing owned, but rather emphasizing quality, long-term value, and thinking about the impact of every purchase. The goal is to reduce negative impacts on the environment and society, which can mean different approaches for different people, not necessarily strict minimalism, simple cuts, or a capsule wardrobe. Even sustainable fashion can be colorful and fun.

9. Donated clothing is always resold in charity shops or second-hand stores. MYTH

FACT: Only a small fraction of donated clothing (about 10-20%) is actually sold in charity shops. Most donated garments are either recycled for industrial use, end up in landfills (up to 62%), are incinerated, or are exported to other countries. Unfortunately, even in these countries, they often end up in landfills, especially in Africa. Effective recycling and management of textile waste are key to reducing the overall impact of fashion on the environment and the quality of life for people in third-world countries.

10. Upcycling only refers to reworking old clothes into new pieces. MYTH

FACT: Upcycling involves much more than just transforming old clothes into new ones. It is primarily the creative use of production offcuts and textile scraps. These materials, which might otherwise be waste, can be transformed into new products, from accessories to works of art. Upcycling thus not only reduces the amount of textile waste but also pushes the boundaries of creativity in sustainable fashion, supporting innovation and the efficient use of materials.

Let's discuss

Sustainability in the fashion industry is much more complex and nuanced than it might seem at first glance. It is important that both consumers and manufacturers are fully informed and conscious of the real impacts and meanings associated with sustainable fashion.

The sustainable path is not about absolute truths, but about continuous learning, adaptation, and the effort to better understand how our decisions affect our planet and society. With growing interest and discussions about sustainability in the fashion industry, there are still many topics and questions worth further exploration.

Let us know what topic, myth, or anything else about sustainability interests you, and we will be happy to answer and include the point in the next part of Myths and Facts about sustainability.

Aneta