Sustainable fashion has been gaining ground in wardrobes and conversations in last years. Yet alongside its rise, misunderstandings have also emerged. Is it really that expensive and hard to find?
In this article, we discus some of the most widespread myths about sustainable fashion so you can make informed decisions.
What is sustainable fashion?
Sustainable fashion encompasses all practices in the textile industry that seek to reduce environmental and social impact: from the use of organic raw materials to fair working conditions, through the durability of garments and the promotion of the circular economy.
It is not a passing trend. It is a necessary response to an industry that, according to UN data, is responsible for 10% of global carbon emissions and 20% of water pollution worldwide.
Myth 1: sustainable fashion is too expensive.
This is, without doubt, the most repeated argument. And it contains a grain of truth worth exploring honestly.
Yes: a certified organic cotton t-shirt from an ethical brand costs more than a fast fashion one. But that comparison is incomplete. The lower price of fast fashion does not reflect its real cost, it simply shifts that bill onto workers who earn very low wages.
The more useful question is not “how much does this garment cost?” but “how many times am I going to wear it?”
A quality piece at €50 that lasts 1–3 years is more economical than several €10 pieces that fall apart within two seasons. Sustainable fashion encourages buying less and buying better, which, in the long run, tends to be cheaper.
Myth 2: it only affects people who buy a lot.
The impact of the textile industry does not depend solely on how much each individual buys, but on the system as a whole.
Every purchase is a vote. Choosing a second-hand garment, opting for a brand that pays fair wages, or simply extending the life of the clothes you already own has a real effect on demand and, therefore, on production.
Sustainable fashion is not just a matter for heavy consumers, it is a question that concerns anyone who gets dressed.
Myth 3: greenwashing doesn’t exist in fashion.
Greenwashing is a deceptive marketing practice in which companies make their products, services, or policies appear environmentally friendly when they are not.
To avoid falling into these traps, it helps to know some key certifications:
- GOTS (Global Organic Textile Standard): guarantees the organic origin of fibres and decent working conditions.
- Fair Trade: ensures fair trade with producers and workers.
- Bluesign: certifies production processes with low environmental impact.
- B Corp: accredits companies with high social and environmental standards.
Myth 4: sustainable fashion is just a passing trend.
Sustainability in textiles is not a seasonal trend. It is the inevitable direction of an industry facing growing pressure from multiple fronts: regulatory, financial, and social.
Younger generations increasingly demand coherence between values and consumption. Sustainable fashion is not the future — it is an advancing present.
Myth 5: one consumer can’t change anything.
This myth is perhaps the most paralysing of all, because it turns inaction into an almost logical position.
The history of social change disproves this idea time and again. Responsible consumption movements have pushed major brands to reconsider their supply chains, prompted governments to regulate abusive practices, and brought concepts like carbon footprint and living wages into everyday conversation.
No single person transforms an industry. But millions of individual decisions, made with intention and consistency, do. And the starting point is always the same: get informed, choose with purpose, and never underestimate the cumulative effect of your own habits.
Build your sustainable wardrobe this summer
Summer is the perfect time to rethink how you dress with more intention. Here are the most practical and actionable recommendations for building a sustainable summer wardrobe.
Start with what you already have
The 70% of what you need this summer is probably already in your wardrobe.
Before buying anything, look through your wardrobe with fresh eyes. Pull out everything you’ve been saving for “next summer” and assess what’s still in good shape, what needs a small repair, and what you can combine in ways you hadn’t considered before.
If you find pieces you no longer wear but are still in good condition, don’t throw them away — donate, sell, or swap them. The sustainable cycle begins with not wasting what already exists.
Choose natural, breathable fibres
Linen, organic cotton, Tencel, and hemp are better for your skin and for the planet.
In summer, the choice of fabric matters twice over: for your comfort and for the environment. The best sustainable options for the heat are linen, organic cotton (look for the GOTS label), Tencel or lyocell, and hemp — all breathable, low-impact, and kind to skin.
Avoid synthetic fabrics like polyester or nylon where possible, as they release plastic microfibres with every wash and take hundreds of years to break down.
Build around a capsule base of 10–15 pieces
Fewer garments, more combinations: the key to a wardrobe that actually works.
A sustainable summer capsule wardrobe needs no more than 10 to 15 well-chosen pieces that work together. The key is choosing colours that mix easily and investing in quality basics that can withstand intensive seasonal use.
Some versatile summer essentials: a linen dress that works day and night, wide-leg trousers in a neutral tone, organic cotton t-shirts in basic colours, a durable swimsuit in recycled fabric, and locally made leather or cork sandals.
Take care of your clothes so they last longer
Washing at low temperatures, air drying, and repairing on time multiplies the life of any garment.
Summer is hard on clothes: salt, chlorine, sun, and frequent washing wear down fabrics. Wash at 30°C, dry in the air, and learn to sew on a button or fix an open seam. Small repairs prevent perfectly good garments from ending up in the bin.
Rent for special occasions
A wedding, a gala dinner, or a work event doesn’t justify a single-use purchase.
Summer is full of celebrations that lead us to buy garments we’ll wear just once. Clothing rental has grown enormously in recent years and is a great alternative: you get access to high-quality pieces, reduce your environmental footprint, and free up space in your wardrobe.
If you prefer to buy, consider that a special-occasion piece can always be sold or donated — especially formal dresses, which are rarely worn but tend to be well-preserved.
Conclusion
Sustainable fashion is not perfect. Like any sector in transition, it faces contradictions and real challenges. But dismissing it because of myths would mean missing the chance to take part in one of the most important shifts of our time as consumers.
