Why Gen Z is Embracing Sustainable Fashion

In the world of fashion, sustainability has become a top priority for many people. For Gen Z, in particular, sustainable fashion is an area where they are showing up in full force. In this article, we take a closer look at why Gen Z is embracing sustainable fashion – and what it means for the industry as a whole.

What is Sustainable Fashion?

Sustainable fashion is a term used to describe clothing, shoes, and accessories that are made from sustainable materials and produced in a way that minimizes waste and has a low impact on the environment. Sustainable fashion brands often use sustainable materials like organic cotton, recycled polyester, or bamboo. They also use environmentally-friendly production methods, like no-water dying or fair trade practices.

Sustainable fashion is becoming more popular as consumers become more aware of the environmental impacts of the clothing industry. The global fashion industry is responsible for 10% of all greenhouse gas emissions, and it takes about 2,700 liters of water to make one pair of jeans. Sustainable fashion brands are working to reduce these impacts by using sustainable materials and production methods.

Why is Gen Z Pursuing Sustainable Fashion?

There are a number of reasons why Gen Z is drawn to sustainable fashion. For one, this generation is acutely aware of the environmental issues facing the planet and they want to do their part to mitigate the damage. In addition, they appreciate the value of investing in high-quality, long-lasting items as opposed to disposable fast fashion.

But beyond these more altruistic reasons, there is also a practical element to Gen Z’s love of sustainable fashion. This generation has grown up during a time of economic uncertainty, and they are very mindful of how they spend their money. They are attracted to brands that align with their values and that offer good value for the price.

The Benefits of Sustainable Fashion

As the most environmentally conscious generation to date, it’s no surprise that Gen Z is leading the charge when it comes to sustainable fashion. Here are just a few of the ways in which sustainably made clothing can benefit both the individual and the planet:

1. It reduces your carbon footprint.

The textile industry is one of the most polluting industries in the world, so by opting for sustainable fashion, you’re helping to reduce your carbon footprint.

2. It’s better for workers’ rights.

The majority of fast fashion garments are produced in developing countries where workers are often mistreated and paid very low wages. Sustainable fashion brands, on the other hand, are much more likely to adhere to fair labor practices.

3. It’s kinder to animals.

Many fast fashion brands use fur and leather in their garments, but sustainable fashion brands are almost always vegan-friendly. If you’re an animal lover, this is a major perk!

Challenges Related to Sustainable Fashion

Despite the many benefits of sustainable fashion, there are still a few challenges that need to be addressed in order to make it more widely adopted. One of the biggest challenges is the high cost of sustainable fashion items. This is often due to the fact that they are made with higher quality materials and labor-intensive processes. As a result, sustainable fashion is often out of reach for many people, especially those on a tight budget.

Finally, another challenge faced by sustainable fashion brands is that they often have trouble competing with fast fashion brands that mass produce inexpensive clothing. While fast fashion may be cheaper in the short-term, it’s not a viable long-term solution due to its environmental and social impacts. Sustainable fashion brands need to find ways to compete on price while still maintaining their commitment to ethical and eco-friendly practices.

Solving Some of the Challenges

There are a number of reasons why Gen Z is increasingly interested in sustainable fashion. Firstly, many members of Gen Z have a strong awareness of environmental issues and want to do their part to help address them. Secondly, sustainable fashion is often more affordable than traditional luxury brands, making it a more attractive option for younger shoppers. Finally, sustainable fashion is becoming more mainstream, making it easier for young people to find fashionable and ethical clothing options.

Nonetheless, sustainable fashion faces some challenges. One of the biggest is that sustainable brands often have difficulty scaling up their operations to meet consumer demand. This can lead to long waitlists for popular items and frustrating delays for customers. Additionally, many sustainable brands are still relatively unknown compared to established labels, so they may not be top-of-mind for shoppers looking for new clothing.

Strategies for Moving Towards a More Sustainable Future

The most important thing individuals can do to move towards a more sustainable future is to be mindful of the clothing they purchase and wear. Consider where your clothes come from, how they were made, and what impact they have on the environment. It is also important to be aware of the materials used in your clothing. Natural fibers such as cotton and wool are more sustainable than synthetic fibers such as polyester and nylon. Look for clothes made of organic materials that have been grown without the use of pesticides or other harmful chemicals.


Gen Z is leading the charge for greater sustainability in fashion and this should be commended. Their commitment to environmental protection and ethical consumption practices prove that our generation is passionate about creating a better world today, and not leaving it up to future generations. We can join their cause by striving to purchase sustainable fashion items whenever possible, as well as being aware of how we are contributing to the environment with our choices.