Fashion Brands Embrace Sustainability: A Path to Resilience
This story is part of Glossy’s “Earth Week” series, highlighting how fashion and beauty companies are conquering challenges and driving industry progress around sustainability.
In an era of geopolitical volatility, rising tariffs, and legislative uncertainty, fashion brands are not merely surviving; they are adapting and thriving. Instead of perceiving these challenges as obstacles, many sustainable fashion brands are leveraging them to build stronger, more resilient businesses. Equipped with enhanced data insights, robust partnerships, and a clear strategic direction, these brands are now anticipating regulatory changes rather than scrambling to catch up.
Championing Transparency in Sustainable Practices
Katie Lopes, co-founder and creative director of the B Corp-certified U.K.-based underwear brand Stripe & Stare, exemplifies this progressive mindset. The recently implemented Corporate Sustainability Reporting Directive (CSRD) and forthcoming Digital Product Passport (DPP) are seen not as disruptive forces but affirmations of their longstanding commitment to transparency, ethical sourcing, and verified sustainability claims.
“This isn’t just about compliance; it’s about fostering resilient businesses,” Lopes emphasizes. The DPP, which mandates detailed environmental data at the point of sale, is a game-changer, effectively transforming sustainability from mere marketing speak into an "auditable dataset." As Lopes aptly points out, “Vague language and superficial green campaigns are now liabilities. Brands must rely on data that can stand up to regulatory scrutiny.”
The U.S. Landscape: Fragmented Yet Forward-Thinking
While sustainability strides in the U.S. may lack the centralized approach seen in Europe, progress is undeniably in the works. The California Extended Producer Responsibility law for textiles, set to phase in starting in 2026, is compelling brands to re-evaluate design strategies. Brian London, president of the Secondary Materials and Recycled Textiles Association, highlights how eco-modulation rewards durable, mono-material garments that are easier to recycle, ultimately aiming to reduce waste downstream.
However, regulatory hurdles continue to challenge the resale market. Dounia Wone, chief impact officer at Vestiaire Collective, notes that rising tariffs and strict import mandates, particularly around secondhand items, threaten the circular economy’s viability. “Some countries are now requiring country-of-origin declarations for secondhand goods, making compliance nearly impossible,” Wone warns. This situation contrasts sharply with the growing consumer preference for secondhand shopping, as revealed in a 2025 report from ThredUp, which noted that 58% of consumers purchased secondhand items in 2024, marking a record high.
France Paves the Way for Responsible Fashion Legislation
Across the Atlantic, France is taking significant legislative steps to enhance sustainability within the fashion industry. Its Fast Fashion Bill, which had previously stalled, is now gearing up for Senate review, spurred by public advocacy. This bill proposes stricter controls on fashion advertising, eco-contributions to mitigate waste, and tax incentives for garment repair—actions that Wone sees as crucial. “While the bill’s scope may have softened, it’s a definitive step forward,” she comments and adds that similar regulations should apply to fashion advertising as they do for automotive marketing.
Moreover, France is contemplating a circular VAT to reduce tax rates on secondhand goods and repair services. Wone describes this initiative as a potential “game-changer,” claiming it could substantially lower the costs associated with sustainable choices and offer the structural incentives needed for circular business models to scale.
Brands Uniting for a Sustainable Future
As these policy changes unfold, brands are bracing for economic headwinds. Current tariffs complicate sourcing strategies and profit margins, yet companies are resolutely moving forward. According to Lewis Perkins, president of the Apparel Impact Institute, brands are not retreating; in fact, the urgency around sustainability has intensified. The Apparel Impact Institute’s Fashion Climate Fund, committed to decarbonizing supply chains, remains fully financed through 2030, emphasizing the drive for measurable change rather than passive compliance.
In the U.K., the impending Ecodesign for Sustainable Products Regulation further underscores the necessity for brands to transform their approach. "Regulation is not just a compliance checkbox anymore; it’s a strategic imperative,” states Andy Garraway, climate policy lead at sustainability analytics firm Risilience. By aligning with EU standards, brands position themselves for future relevance and investment opportunities.
A Future-Forward Approach: eBay Leads the Charge
A shining example of forward-thinking practices is eBay, which is actively integrating sustainability with innovation through its recent acquisition of Certilogo, an AI authentication firm. This move ultimately bolsters compliance with the upcoming DPP requirements while fostering buyer trust. “We’re building for the future of resale, where transparency is foundational,” remarks Alexis Hoopes, eBay’s VP of Global Fashion.
EBay is also investing in initiatives such as its Circular Fashion Fund, focusing on startups like Refipred, which specializes in material traceability. Their efforts illustrate a broader ecosystem approach, merging recommerce, regulatory adherence, and community engagement. Driven by the statistics — searches for “pre-loved” items on eBay have surged by 50% year-over-year — the company acknowledges that consumers are drawn to sustainability not just for its cost-effectiveness but also for its relevance in modern culture.
Conclusion: The Future of Fashion is Resilient and Sustainable
As fashion brands navigate a challenging landscape, the shift toward sustainability is not just about compliance; it’s an opportunity to enhance business resilience, foster innovation, and meet future demands head-on. By embracing transparency and strategic regulation, forward-thinking companies are shaping a vibrant, sustainable future for the fashion industry.
For more insights into the evolution of sustainable fashion, explore resources like the Fashion Climate Fund, the Apparel Impact Institute, and the Green Fiscal Policy Network.
