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In recent years, as awareness toward environmental issues has grown, the fashion and apparel industry has undergone a major transformation. Especially with consumers becoming more conscious about sustainability, brands are now expected to offer products and services that are truly sustainable. In this post, we’ll take a look at the sustainability goals set by some of the world’s top apparel brands and explore how they’re turning these commitments into exciting new business opportunities—complete with inspiring success stories.
Table of Contents
- Why Fashion Companies Are Setting Sustainability Goals
・Shifting to a Sustainable Business Model
・Changing Market Competitiveness and Consumer Needs
・Long-Term Cost Savings
・Responding to Strengthening Global Regulations - Specific Sustainability Goals and Examples Set by Famous Apparel Companies
・Burberry’s “Climate Positive” Initiative: Going Beyond Carbon Neutrality
・Gucci’s Sustainable Strategy “Culture of Purpose”: Kind to People and the Planet
・Prada’s “Re-Nylon” Project: Successfully Enhancing Brand Value
・Puma’s “FOREVER. BETTER.”: Recognized as the World’s Most Sustainable Company
・THE NORTH FACE’s “GREEN IS GOOD”: Capturing the Hearts of Outdoor Enthusiasts - Innovative Technologies and Services for Achieving Sustainable Goals
・Recycling Technologies and Circular Materials
・Optimizing Production with Digital Tech
・Innovative Manufacturing Technology to Eliminate Waste - Turning Sustainability Strategies into New Business Opportunities! Paving the Way to Next-Gen Fashion That Saves the Planet
Why Fashion Companies Are Setting Sustainability Goals
Shifting to a Sustainable Business Model
For apparel companies, transitioning to a sustainable business model is a crucial step toward the future. Moving away from mass production and overconsumption, they have a responsibility to tackle climate change by circulating limited resources. This shift isn’t about chasing short-term profits; it’s a long-term strategy aimed at balancing environmental, social, and economic factors for steady growth. Plus, it boosts corporate value and opens doors to new market opportunities.
Changing Market Competitiveness and Consumer Needs
Commitment to sustainability can also become a competitive edge. By differentiating themselves from others, brands can strengthen their presence in the market, which often leads to increased sales and profits. Younger generations especially are highly aware of environmental issues—they’re tuned into trends like ethical fashion and circular fashion, supporting brands that align with their values. Because of this, sustainability commitments are becoming more important than ever.
Long-Term Cost Savings
Using recycled or organic materials helps reduce waste generated during manufacturing, cutting down on disposal costs. Producing recycled materials often requires significantly less energy compared to mining and processing traditional raw materials. Also, while prices for conventional raw materials can fluctuate wildly due to market changes, establishing stable supply chains for recycled or organic materials makes pricing more predictable—leading to long-term cost stability.
Be sure to check out our article below for more insights on eco-friendly materials!
What Are "Eco-Friendly" Materials? Sustainable Choices Companies Can Make in Their Manufacturing
The global environment is undergoing rapid change and is steadily worsening. In this context, terms like "sustainable" and "upcycle" have gained prominence. Recently, more products labeled as "eco-friendly" can be seen on store shelves. In this article, we’ll explore eco-friendly initiatives, the materials companies can use for manufacturing, and the steps individuals can take as consumers.
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Responding to Strengthening Global Regulations
Environmental regulations are tightening worldwide, and adopting sustainable manufacturing practices is an effective way to avoid future legal risks.
EU: Circular Economy Action Plan
Under the EU’s Circular Economy Action Plan, there’s a strong push to promote the use of recycled materials, reduce waste, and improve product durability. In particular, France introduced a law in 2022 banning the disposal of unsold new clothing. Instead of throwing these items away, companies are now required to donate or recycle them. Violating this law can result in fines, so brands are expected to act more responsibly. Looking ahead, the Digital Product Passport (DPP) will soon become mandatory. The DPP is a digital system that records and shares information about a product’s entire lifecycle. This will boost supply chain transparency and is expected to make recycling processes much more efficient.
USA (California): Garment Worker Protection Act
In California, the Garment Worker Protection Act was enforced in 2022 to improve working conditions in apparel manufacturing. This law requires that garment workers in sewing factories receive at least minimum wage, helping to prevent wage exploitation. Brands are also held responsible for protecting workers’ rights throughout their entire supply chain, making transparent business practices essential for maintaining brand trust and credibility.
Australia: Modern Slavery Act
In Australia, under the Modern Slavery Act, large companies are required to publicly disclose their efforts to prevent human rights abuses—including forced labor and human trafficking—within their supply chains. Companies must submit annual audit reports and outline specific corrective actions if any issues are found. Meanwhile, government bodies and local authorities are actively supporting victims and promoting educational initiatives to eradicate human rights violations. As these efforts progress, companies that lag in legal compliance risk losing their competitive edge, making swift and appropriate responses essential.
Thanks to these regulations, it’s becoming a global standard for apparel companies to protect the environment, uphold workers’ rights, and ensure supply chain transparency. While regulatory details vary by country, the common expectation is clear: businesses must transition to sustainable business models. At the same time, strategies to earn consumer and investor trust have never been more important.
Specific Sustainability Goals and Examples Set by Famous Apparel Companies
Burberry’s “Climate Positive” Initiative: Going Beyond Carbon Neutrality
From the Burberry official site (https://www.burberryplc.com/)
“Climate Positive” refers to efforts not only to reduce greenhouse gas emissions generated throughout business operations and product lifecycles but also to remove more greenhouse gases from the atmosphere than are emitted. This concept goes beyond achieving carbon neutrality—where emissions and removals balance out—to actively creating a positive environmental impact.
The British luxury fashion brand Burberry aims to become climate positive by 2040. To achieve this, they plan to reduce greenhouse gas emissions across their entire supply chain, including their own operations, by 46% by 2030. They are also advancing initiatives to achieve carbon neutrality through the use of renewable energy. In addition, Burberry established the “Burberry Regeneration Fund” in 2020, which focuses on ecosystem protection and biodiversity restoration. The company is implementing sustainable agriculture and regenerative land management practices throughout its supply chain, aiming for proactive contributions to the natural environment and promoting sustainability across the industry as a whole.
Gucci’s Sustainable Strategy “Culture of Purpose”: Kind to People and the Planet
From the Gucci official site (https://www.gucci.com/)
The Italian luxury fashion brand Gucci’s sustainability strategy, “Culture of Purpose,” is built on three main pillars: environmental conservation, respect for human rights, and the development of new business models. To reduce environmental impact, the plan emphasizes the use of sustainable materials in product manufacturing and the expansion of renewable energy usage.
Initially launched as a 10-year plan in 2015, Gucci aimed to reduce its environmental footprint by 40% and achieve 100% traceability of raw material sourcing by 2025. In fact, between 2015 and the end of 2020, Gucci surpassed these goals ahead of schedule—cutting its environmental impact by 44% and greenhouse gas emissions by 47%, achieving these targets four years earlier than planned.
In addition to environmental efforts, Gucci focuses strongly on human rights advocacy and promoting diversity. The brand strives to create a society where everyone can freely express themselves regardless of gender, nationality, or background while working to improve equality in employment practices and workplace environments. “Culture of Purpose” is not merely about protecting the environment; it is a comprehensive project aimed at generating positive impacts for people and society as a whole.
Prada’s “Re-Nylon” Project: Successfully Enhancing Brand Value
From the Prada official site (https://www.prada.com/)
The Italian luxury fashion brand Prada’s Re-Nylon project is an innovative sustainability initiative that replaces traditional nylon materials with recycled alternatives. This collection uses regenerated nylon called “ECONYL,” made by purifying and reusing marine plastics, fishing nets, and textile waste. The recycled nylon maintains the durability, flexibility, and glossiness of conventional nylon, making it suitable for producing high-quality luxury products.
Prada’s Re-Nylon has also raised awareness of sustainability across the entire fashion industry. By switching its iconic nylon bags to recycled materials, Prada clearly demonstrates its commitment to environmental issues and symbolizes the harmony between luxury fashion and sustainability. Furthermore, since July 2023, 1% of sales from the Re-Nylon collection has been allocated to support “Sea Beyond,” an educational program promoted by the Prada Group in partnership with UNESCO’s Intergovernmental Oceanographic Commission (IOC). “Sea Beyond” provides ocean literacy education to students worldwide as well as Prada employees, encouraging sustainable behaviors that contribute to environmental protection and climate change awareness. Through this project, Prada not only meets consumer demand for eco-friendly products but also plays a vital role in promoting the importance of a circular economy throughout the industry
Puma’s “FOREVER. BETTER.”: Recognized as the World’s Most Sustainable Company
From the Puma official site (https://about.puma.com/)
The German sportswear brand Puma embraces the slogan “FOREVER. BETTER.” to demonstrate its commitment to sustainability and corporate responsibility by aiming to create positive environmental, social, and economic impacts. In the “Sustainability Index 2022” published by the fashion industry journal The Business of Fashion, Puma ranked first overall, with particular strengths in areas such as water and chemical management, workers’ rights, and transparency.
One of Puma’s key initiatives is the “RE:SUEDE” project, which redesigns its classic “SUEDE” sneakers using environmentally friendly materials like tanned suede alternatives, biodegradable TPE (thermoplastic elastomers), and hemp. This results in eco-friendly sneakers that maintain style and quality while reducing environmental impact. Another major effort is the “RE:FIBRE” project, which produces new textiles primarily from textile waste and used polyester materials. The recycled fibers generated through this process can be recycled repeatedly without loss of quality, offering a sustainable long-term solution for textile production. Starting from the 2024/25 season, RE:FIBRE materials have been adopted for official replica uniforms of 35 club teams worldwide, resulting in millions of garments produced sustainably through this method. Building on these efforts, Puma has achieved its goal of increasing the use of recycled polyester in its apparel and accessories to 75% by 2025—a full year ahead of schedule. By balancing reduced environmental impact with sustainable product design, Puma is setting a new standard for sustainability within the fashion industry.
THE NORTH FACE’s “GREEN IS GOOD”: Capturing the Hearts of Outdoor Enthusiasts
From THE NORTH FACE official site (https://www.thenorthface.com/)
Since 2007, outdoor brand THE NORTH FACE has upheld the policy “GREEN IS GOOD,” focusing on reducing environmental impact and promoting resource circulation. A standout initiative within this policy is the “Renewed Program,” which collects used products, refurbishes and restores them at specialized factories, and resells them at affordable prices. These renewed products maintain high quality while significantly reducing the raw materials and energy consumption required for new production, thereby greatly lessening environmental burden.
Through these efforts, THE NORTH FACE not only emphasizes environmental responsibility but also actively promotes consumer awareness around concepts such as “reuse,” “choose consciously,” and “care for your gear.” The brand continues to develop products using recycled materials and organic cotton, as well as sustainable materials derived from CO₂. By 2022, their procurement rate of recycled polyester had reached 40%. This strong commitment to protecting nature has earned THE NORTH FACE widespread support among outdoor enthusiasts and strong recognition from younger generations, including Gen Z and Gen Alpha.
Innovative Technologies and Services for Achieving Sustainable Goals
Recycling Technologies and Circular Materials
Circular Recycling Technologies Developed by Earth Protex
From the Earth Protex official site (https://earthprotex.com/)
Earth Protex is a company dedicated to realizing a sustainable circular economy by reutilizing textile waste and agricultural residues to create new fibers and high-quality materials through innovative technologies. Their main technologies include “Tex2Tex,” which scientifically breaks down used garments and discarded textiles to regenerate polyester fibers; “Agrefinery,” which processes agricultural waste using biorefinery technology to convert it into fibers and biochemicals; and “Upspun,” which combines recycled fibers with virgin materials to produce high-performance hybrid yarns.
Through these technologies, Earth Protex transforms textile waste into valuable resources, leading the shift from a traditional linear economy to a circular economy. Additionally, by introducing recycled and bio-based materials, they collaborate with global brands such as Patagonia, Nike, and H&M to support the development of a sustainable fashion industry.
For more information on circular fashion and approaches companies can take, please refer to the following article.
Circular fashion is gaining attention in the fashion industry as an important concept for building a sustainable future. In this article, we will take a closer look at the positive changes brought by circular fashion and the steps companies can take to make it a reality.
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Sustainable from the Source! Patagonia’s Challenge with “Regenerative Organic” Agriculture
From the Patagonia official site (https://www.patagonia.com/our-footprint/cotton-for-change.html)
Patagonia, an outdoor brand originating in the United States, switched to using 100% organic cotton for all its products in 1996. Today, in addition to recycled cotton, they utilize three types of cotton: “Organic Cotton,” which is grown without harmful chemicals; “Cotton in Conversion,” supporting farmers aiming to obtain organic certification; and “Regenerative Organic Certified Cotton,” which protects soil health and local communities.
At the same time, Patagonia promotes “Regenerative Organic Agriculture” to spread earth-friendly farming practices. This method regenerates soil by increasing organic matter while trapping carbon dioxide underground, contributing to climate change mitigation. By avoiding chemical fertilizers and pesticides and considering the well-being of nature, animals, and workers, it produces sustainable materials.
Working with over 2,000 farmers mainly in India, Patagonia is expanding a sustainable production system on a global scale. The company aims not only to reduce agriculture’s burden on the planet but also to evolve it into an industry that actively restores the earth—proposing a future of coexistence with nature through clothing production.
Optimizing Production with Digital Tech
How the FEDI Ecosystem is Creating a Sustainable Fashion Future
From the NTT DATA official site (https://www.nttdata.com/)
FEDI (Federated Ecosystem for Data Integration) by NTT DATA of Japan, digitizes a series of analog operations—from order management to import customs clearance, invoicing, and payments—and realizes highly accurate demand forecasting. By supporting just-in-time and just-amount production based on this demand forecast and visualizing traceability throughout the entire production process in the fashion industry, it aims to increase supply chain transparency and contribute to achieving SDGs.
Conventional data management systems faced challenges such as inefficiency due to dispersed data, concerns about privacy and security, and difficulties in data collaboration across different industries. To solve these problems, NTT DATA collaborated with multiple textile trading companies and Shitateru Inc., a company that provides an IT platform for garment production, utilizing the trade platform “TradeWaltz” and invoicing/payment linkage service “TetraBRiDGE” to build an efficient cross-industry system. This initiative is provided as the “FEDI ecosystem” and supports the fashion industry’s Green Transformation* (GX). It also complies with the EU’s Digital Product Passport (DPP) system, realizing Green Transformation in the fashion industry.
*Green Transformation : Initiatives that fundamentally review social and economic systems to minimize environmental impact while achieving sustainable growth. Specifically, it promotes environmental-conscious social transformation such as decarbonization efforts including introducing renewable energy, utilizing energy-saving technologies, and building new business models.
Shima Seiki's Total Fashion System Reduces Lead Time from Planning to Production
From the Shima Seiki official site (https://www.shimaseiki.com/tfs/)
Shima Seiki’s “SDS®-ONE APEX Series” is a design system that can significantly shorten the lead time from planning to production in the fashion and apparel industry. This system is equipped with high-precision design tools and 3D virtual sampling functions, reducing time, cost and material involved in creating physical samples. In addition, since design modifications and simulations can be instantly checked on screen, efficient work is possible.
Furthermore, knit design data can be seamlessly linked to the production process, improving operational efficiency and allowing flexible responses to small-lot and multi-product small-quantity production. This has a major advantage of suppressing the risk of excess inventory while quickly responding to changes in market trends. For example, demand forecasting becomes possible by conducting pre-orders on e-commerce sites, enabling appropriate inventory management.
Moreover, Shima Seiki’s design system utilizes digital technology to connect designers and production sites, contributing to sustainable and efficient manufacturing. This total solution called the Total Fashion System can be said to be an innovative solution that greatly enhances competitiveness in the fashion industry.
The SDS®-ONE APEX Series also includes a subscription service called “APEXFiz®.”
When planning fashion and apparel products, what software do you use? From CLO3D, Browzwear and Optitex to the familiar Adobe suite, there are certainly many options out there. This time we introduce APEXFiz®, a design software that is extremely useful for everything from planning and production to e-commerce.
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Innovative Manufacturing Technology to Eliminate Waste
One example of realizing ultimate sustainable fashion is WHOLEGARMENT® knitting technology developed by Shima Seiki. Conventional knitwear involved processes such as cutting knitted fabric or knitting necessary parts and sewing them together. In contrast, WHOLEGARMENT® features the ability to knit an entire garment three-dimensionally without sewing. This enables minimizing material loss during the production process.
From the Shima Seiki official site (https://www.shimaseiki.com/wholegarment/business/)
Furthermore, the absence of seams provides comfortable wear and excellent fit. Simplifying the production process leads to improved supply chain efficiency and reduced transportation costs, contributing to a smaller carbon footprint.
WHOLEGARMENT® is also one of the solutions to deep-rooted issues in the fashion industry such as product waste and overproduction. Its short lead time enables just-in-time and just-amount production through on-demand manufacturing, preventing unsold inventory and opportunity loss. By significantly reducing environmental impact while delivering comfortable, high-quality products to consumers, it can be said to be an innovative technology that establishes a new standard in sustainable fashion, balancing sustainable manufacturing with market needs.
Please also refer to the following article explaining sustainability in the fashion industry.
The term "sustainable" has become increasingly common in our everyday lives. Numerous initiatives in various industries are underway for achieving a sustainable society, and the fashion industry is no exception.
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Turning Sustainability Strategies into New Business Opportunities! Paving the Way to Next-Gen Fashion That Saves the Planet
Sustainable fashion is no longer just a trend—it’s become an essential part of the future for the fashion and apparel industry. As regulations tighten worldwide, brands are being called upon not only to protect the environment but also to balance transparency and ethics. Innovative initiatives like Burberry’s “Climate Positive,” Prada’s “Regenerative Organic” approach, and Shima Seiki’s digital technologies are gaining attention as model cases that successfully combine efforts to reduce environmental impact with business growth.
Looking ahead, the fashion industry will move toward an era where those who produce, those who use, and those who provide technical support work hand in hand to circulate resources, protect our planet, and create new value. This transformation also opens up fresh business opportunities. Let’s remember that each of our choices plays a vital role in supporting the future of sustainable fashion—and take a moment to rethink how we live every day.
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