Sustainable fashion is a movement and process of fostering change to fashion products and the fashion system towards greater ecological integrity and social justice. Sustainable fashion concerns more than just addressing fashion textiles or products. It comprises addressing the whole system of fashion. This means dealing with interdependent social, cultural, ecological and financial systems.
The main responsibility of fashion companies is obviously to change their production, distribution and marketing practices and strategies towards greater sustainability. But companies also have the possibility to contribute to more sustainable consumption patterns. Some Swedish fashion companies provide fashion as second hand or have initiated rental systems for leasing clothes and accessories. Other companies focus mainly on creating fashion that is of high quality and timeless design, i.e. of long-lasting style and durability. Other companies (e.g. H&M) have set up collection and recycling systems that supports increased textile recycling. Some companies choose to partner with I:CO, for example H&M, Adidas, Jack & Jones, Puma and the North Face.