“What is sustainable fashion if not just another gimmick to sell items at a higher cost?” 

“I hate wearing boring, beige clothes. I need bright colors.”

“It’s so difficult to get access to sustainable fashion.”

Lately, there has been a lot of buzz about sustainable fashion. When we started Nete 10 years back, our intention was simple- to ensure people bought good quality clothes that did not harm the planet. At that time, not many people knew about the term ‘sustainable fashion’. But what was encouraging was the amount of people who were ready to embrace it. 

To be honest, ‘sustainable fashion’ might sound like a fancy term, but we’ve always believed it’s a norm. Shouldn’t fashion be inherently ‘sustainable’? Why should someone else pay a high price for us to look good? Who pays the price of our cheap clothes? Sustainable fashion is a crucial shift towards reducing the environmental and social impacts of the fashion industry because the world of sustainability is meant to benefit the 3 Ps- People, Planet, and Profit. And thankfully, it has slowly but steadily become a part of mainstream conversations. However, as the conversation around sustainability grows louder, so do the misconceptions. And that’s where your friendly neighbor Nete comes in. In this piece, we unravel some of the most persistent myths about sustainable fashion.

Myth 1: Sustainable Fashion is Always Expensive

One of the most common misconceptions is that sustainable fashion is only for those who can afford high price tags. While it is true that some sustainable brands come with premium prices due to ethical labor practices and environmentally friendly materials, sustainable fashion does not have to break the bank. One can embrace sustainability through thrift shopping, clothing swaps, supporting small local brands, or taking care of what one already has and styling it in different ways. Growing up we bought fewer clothes, on special occasions, and took great care of them. That habit is inherently ‘sustainable’. Also, investing in high-quality pieces that last longer often saves money in the long run compared to fast fashion, where cheap items wear out quickly and need to be replaced frequently.

Myth 2: Sustainable Fashion is Limited in Style

Another myth is that sustainable fashion lacks variety and is synonymous with ‘boring, beigy, dull, basic designs’. In reality, Nete has partnered with some exceptional brands and visionaries who have turned the “sustainability” of their products on their heads and are pushing the boundaries of creativity, offering diverse styles ranging from streetwear to high fashion. These brands prioritize timeless designs that outlast trends, experiment with unconventional or innovative fabrics, and focus on the stories they tell while ensuring their products meet ethical and environmental standards.

Additionally, upcycling and customization allow consumers to express individuality while reducing waste. Many designers and brands are also adopting innovative materials, creating fashionable and forward-thinking pieces without compromising on style.

Myth 3: Sustainable Fashion is Just About Materials

We always say: that the most sustainable item is the one already in your wardrobe. The intent should be to buy less and make them last longer. Now let’s talk about what the term ‘sustainability’ actually encompasses. While using organic cotton or recycled fabrics is an essential part of sustainable fashion, it is only one piece of the puzzle. True sustainability encompasses the entire lifecycle of a garment- from design to disposal. This includes ethical labor practices, reducing water and energy consumption, minimizing waste, and creating systems for circular fashion like recycling and garment repair programs. Brands committed to sustainability also consider packaging, transportation, and end-of-life solutions for their products. For consumers, it means taking care of their clothes or their accessories to extend their lifespan and opting for responsible disposal methods like donating or recycling.

Myth 4: Sustainable Fashion is Inconvenient

There is a belief that adopting sustainable fashion is cumbersome and time-consuming. While some initial research may be required, sustainable shopping is becoming increasingly accessible, thanks to sustainable marketplaces like Nete. We carefully go through an elaborate process before onboarding brands on our platform, so you don’t have to spend time researching. Whether gender-neutral clothing, saris, jewelry, or anything else that might make you or your wardrobe happy, we have it in a planet-friendly style.  There are also clothing rental services that offer a practical solution for those who want to enjoy new styles without contributing to waste. 

Myth 5: Individual Actions Don't Matter

“How much can I do?” or “Why will my action do?”

A pervasive myth suggests that individual efforts cannot make a significant difference. In truth, consumer choices drive industry change. When people prioritize sustainable products, brands take notice and shift their practices to meet demand. Small actions like buying less, choosing second-hand, and supporting ethical brands like those listed on Nete collectively impact the industry. Furthermore, spreading awareness and encouraging others to make mindful choices amplifies the positive effect. Sustainable fashion is a shared responsibility where every decision contributes to a more sustainable future.

Sustainable Fashion is The Wave!

That’s what Genz would say because that’s what it is. Debunk these most common myths and you will realise that sustainable fashion is not as daunting or exclusive as it may seem. By adopting a mindful approach to consumption, embracing innovative solutions, and supporting ethical brands, anyone can participate in making the fashion industry more sustainable. Sustainable fashion is not a fleeting trend; it is a movement towards a better future. Change is in our hands, and change is cool for our wardrobe, for ourselves, and for the planet! Be the change. 

What are the common sustainable fashion myths you face or have? Do share in the comments section below and we’ll help you debunk them!