Dustin White is CEO of Lab Denim. All opinions are the author’s own.
It’s no secret that fashion’s environmental footprint has been under scrutiny for decades. Yet there persists a pervasive myth: that the industry doesn’t yet have the technology to transition to sustainable practices. This misconception is harming the planet and preventing the urgent change we need.
But the reality is far more hopeful — and pressing. Innovative solutions are already here. The real question isn’t about the existence of technology, but rather why brands are dragging their feet to embrace it.
Why sustainability in fashion still feels slow
Despite growing awareness, the fashion industry’s progress toward sustainability is sluggish. This is rooted in long-standing practices and complex global supply chains.
Cost and logistical hurdles are common excuses for why fashion companies don’t want to change, but the real issue runs deeper: a hesitation to challenge entrenched models or embrace risk. For an industry that thrives on creativity, this cautious approach is baffling. Brands have clung to profit margins and relied on outsourcing production to countries with lenient environmental regulations, sidestepping the responsibility to adopt greener practices.
Yet, the environmental stakes couldn’t be clearer. Near manufacturing hubs, local populations face polluted water sources, air contamination and soil degradation. Ironically, those least responsible for climate change suffer its harshest consequences, with rising sea levels and erratic weather threatening their homes and livelihoods.
It’s time to shift this mindset. Not every eco-friendly choice needs to be a bold marketing move. Sometimes, quietly implementing sustainable solutions is the smartest business decision. The industry must break free from risk aversion and start prioritizing the planet — and people — over maintaining the status quo.
For brands committed to making a real difference, integrating sustainable technology doesn’t require upending everything overnight.
Evaluate impact areas with precision
A meaningful approach to environmental assessment digs deep into the data and uncovers the real cost of traditional practices. For instance, chemical runoff from the dyeing process has long-term consequences that ripple through entire ecosystems. Engaging environmental scientists and technological specialists to map these impacts helps brands pinpoint where transformative change can yield significant results. Instead of making superficial adjustments, this method allows for focused, high-impact action that strategically aligns with both ecological and business goals.
Pilot innovations with a strategic focus
Rolling out new sustainable practices is a jog, not a sprint. By testing on a smaller scale — such as launching a limited-edition product line — brands can gain critical insights while mitigating risk. These pilot projects serve as proof of concept, providing real-world data on environmental benefits, consumer reception and operational performance. Moreover, these trial runs can illuminate unforeseen challenges, allowing for smoother implementation when scaling up.
Create a supportive and empowered corporate culture
Brands that empower their employees to explore and implement new eco-friendly technologies create a ripple effect of engagement and innovation. Investing in ongoing education about sustainable practices and fostering a sense of shared mission can dramatically transform a company’s impact. Employees who believe in their brand’s purpose are not only more likely to stay but also become active champions of continuous improvement, driving forward the shift toward a sustainable future.
How is technology changing the fashion industry?
One thing is clear: Technology’s impact on the fashion industry goes far beyond improving production efficiency. From digital manufacturing techniques to automated finishing processes, innovations are rewriting the rules of sustainable fashion.
The future of the fashion industry will not exist unless leaders embrace this change boldly. The tools and methods are here. Waiting for perfection only delays progress and exacerbates damage. Acting now is a strategic business move that anticipates evolving regulations, consumer demands and the need for operational resilience.
The transition won’t be effortless, but the benefits — for our planet, our people and the future of fashion — are undeniable. Now is the moment to seize this revolution.
