The beginning of a new era in sustainable fashion. Let your clothes do the talking
This week we read the article “Sustainability Takes a Back Seat, Even at Sustainable Fashion Brands” in The Business of Fashion , written by the brilliant Sarah Kent , and for those of us who believe in transforming the fashion industry, we couldn’t help but feel our hearts sink a little. But wait! It’s not the end, just a narrative pivot.
Remember when shouting “we’re sustainable” from the rooftops made you a disruptor? Well, turns out we’ve all been shouting, and now no one’s listening. Here’s what’s actually going on behind the runway curtain, and what fashion professionals should be paying close attention to:
Sustainability isn’t dead…just playing a supporting role
“Our previous communication was overly focused on the responsibility question”, admitted Asket ’s Co-Founder August Bard Bringéus . Now, they’re “going back to the product”. Translation? Sustainability is no longer the headliner, it’s more like the bassist. Still essential, just quieter.
Greenwashing burnout is real
After a decade of every brand claiming they upcycle, recycle, and moonlight as carbon-neutral saints, Anna Foster , Founder & Creative Director of E.L.V. DENIM , says it best: “Now when I say I’m a sustainable denim brand, people roll their eyes. They’ve just had it”. Consumers are tired. They don’t want a lecture, they want great clothes.
Let’s stop pretending bad design can be saved by good intentions
“No one will buy pants if they look terrible”, says Carrie Ellen Phillips , and honestly? Mood. Ethical doesn’t have to mean beige. You can be responsible and irresistible.
Your values don’t sell, your vibe does
Shoppers still care about how things are made, but it’s not the reason they click “Add to Cart”. As Bard Bringéus puts it, “The product needs to act like a Trojan horse”. Beautiful, timeless, refined. Then surprise, it’s sustainable too.
From activism to artistry
E.L.V. DENIM brought its entire upcycling supply chain to London Fashion Week, washing machines and all, and now? They’re letting the clothes do the talking. “The quality of our product is equally as impressive as our sustainability credentials”, says Foster. That’s the energy.
Desirability > Declarations
If your main hook is “we’re not H&M”, that’s fine. But you better back it up with pieces people actually want to wear. As Asket rebrands with “permanent design, obsessively refined”, they remind us: a great product is the most sustainable message of all.
Sustainability isn’t your marketing strategy. It’s your business model. Your license to operate. What sells? Design that captivates. Craft that lasts. And a story that whispers rather than shouts. Need help building your product’s narrative? At BCome, we are here to assist you:
This is so important - there's no use in creating really sustainable products that nobody likes. We agree that fashion can and should be about beautiful designs and expression while considering the people making the clothes and their working conditions and the materials being used.