The Fashion Industry’s Sustainability Dilemma: Can We Ever Reach 100%?
The Challenges of Absolute Sustainability
Fashion that is 100% sustainable is often discussed because the fashion industry—like any other—naturally leaves an ecological footprint. Achieving complete sustainability remains complex, despite recent progress toward reducing industry’s impact.
Even the most sustainable fashion brands still need resources to create, transport and properly dispose of their products. Textile production requires certain amounts of water, energy and land regardless of whether the textiles are organic or recycled. Organic cotton is often viewed as a more eco-friendly alternative. A single cotton T-shirt requires 2,700 liters of water (WWF, 2013). Synthetic fibers from recycled plastics do cut down on waste. However, they still depend on fossil fuels and raise worries about microplastics (Napper & Thompson, 2016).
Moving Forward: Circular Fashion and Material Innovation
Even though total sustainability may be impossible, brands are increasingly adopting circular models that greatly minimize effect. Patagonia, for instance, strongly promotes a worn-wear initiative to extend product lifecycles; Stella McCartney, in addition, thoroughly integrates regenerative agriculture into her supply chain (Ellen MacArthur Foundation, 2021). Coachtopia extends Coach's reach by using a closed-loop system with recycled leather and creating products designed to be continuously repurposed. New materials and business models are reducing ecological harm. Moral supply chains that stress living wages and ecologically responsible production are leading the way at brands such as Nisolo and biodegradable textiles and closed-loop recycling are gaining traction.
The Reality: Reduction Over Perfection
Rather than chasing perfection of 100% sustainability, the industry’s focus could be on continuous improvement and responsible production. A realistic path forward involves reducing emissions, adopting ethical labor practices, and shifting consumer behavior toward quality over quantity. Even small improvements—whether through material innovation, circular business models, or ethical sourcing—add up to a meaningful impact. Sustainability isn’t about perfection but progress, and every step toward a more responsible fashion industry matters.
