From Buzzword to Backburner
Remember when sustainability was the buzzword in fashion? Brands were launching eco-collections, circularity programs, pledging carbon neutrality, and talking big about saving the planet. Fast forward to 2025, and it seems like sustainability is… yesterday’s trend. According to the State of Fashion 2025 report, only 18% of fashion executives now see sustainability as a top-three risk for growth. That’s a steep drop from 29% in 2024.
So, what happened? Why did sustainability lose its sparkle?
The Elephant in the Room: The Economy
Let’s be real—when wallets are tight, priorities shift. With global economic uncertainty dominating the narrative, brands are under pressure to focus on immediate survival: slashing costs, boosting sales, and meeting quarterly goals. Unfortunately, sustainability often gets the short end of the stick because, let’s face it, it’s not cheap. Consumers might still like the idea of green fashion, but if it costs more, many will opt for the cheaper option.
A perfect storm of rising production costs and hesitant shoppers has forced companies to deprioritize long-term goals like decarbonization. And it’s not just executives feeling the pinch—80% of shoppers in major markets plan to cut back or maintain current spending on fashion. Sustainability’s premium price tag isn’t winning it any favors.
The Great “Green Fatigue”
Another reason for the slump? Greenwashing backlash. Consumers are savvier than ever, and the days when slapping a “sustainable” label on something could boost sales are gone. We’re all familiar with brands that consider themselves sustainable, but are launching 100+ piece collections every quarter. Instead of doing the work to build real, transparent change, some brands have decided it’s easier to just… stop talking about it. Out of sight, out of mind, right? Wrong.
Why It Matters More Than Ever
Here’s the kicker: the planet doesn’t care if sustainability is trending. The fashion industry is still on track to increase its carbon emissions significantly. By 2030, global apparel consumption is projected to rise by 63%, potentially eating up over a quarter of the world’s carbon budget by 2050 if left unchecked. The math isn’t pretty, and ignoring it won’t make it go away.
What Are We Doing About It?
At Couth Studios, sustainability isn’t just a line item; it’s the core of what we do. All our drops are driven by actual demand to combat overproduction. We’re not releasing 100+ piece collections and hoping consumers will buy them, only to have most garments end up in the landfill. Our community up-votes every piece we produce - we don’t make anything without your say-so. Don’t forget to follow us on Instagram to vote on our next piece.
Final Thoughts
Sustainability might be out of fashion for now, but trends come and go. The planet? It’s here to stay (hopefully). The question isn’t whether sustainability will make a comeback—it’s whether we’ll have the time to wait.
What are your thoughts on fashion’s sustainability slump? Drop a comment below