Is demanding perfectionism helping or hindering the movement?
–Olivia Baba
In the world of sustainable fashion, good intentions sometimes have unintended consequences. The fashion industry is rightly under scrutiny for decades of environmental harm and labor abuse. But, the rise of cancel culture has complicated the conversation.
On the surface, holding brands accountable seems like a win. Consumers deserve transparency, and critiques of vague sustainability claims or misleading language (“eco,” “conscious,” “green”) have helped expose performative marketing.
However, what happens when this culture of critique becomes so unforgiving that it discourages brands from making any claims at all?
Some brands, like Gap, have made quiet strides in sustainability: supporting garment workers through RISE (Reimagining Industry to Support Equality), participating in the washwell program for clean water, or increasing their use of natural materials. And, it’s not just big brands — smaller brands like The White Company or Loup Charmant are making quiet strides too. Yet, they rarely promote these efforts because doing so risks being labeled disingenuous. The result? Brands retreat from sustainability messaging not because they aren’t doing the work, but because they fear consumer backlash if they aren’t doing everything.
This perfectionism is especially evident on social media. One of my favorite creators, @sustainablefashionfriend, does extensive deep dives into brands’ supply chains and sustainability metrics. Her work helps educate and empower consumers, but even her approach sometimes overlooks a core truth: sustainability is not one-size-fits-all.
In one of her videos, she critiques Quince (a brand popular for its direct-to-consumer model and use of natural fibers) for not sharing its carbon footprint and full production transparency. While these are valid concerns, the video overlooks the meaningful steps Quince has taken: using OEKO-TEX certified fabrics, biodegradable materials, and a business model that prioritizes fewer markups and simpler supply chains. In an industry with no universal standard or governing body, small steps still matter.
When we write off every imperfect brand, we risk confusing and overwhelming consumers.
If everyone is problematic, then no one is better, and shoppers default to the brands they know, often fast fashion giants with the biggest marketing budgets.
So what’s the alternative?
We need a more nuanced, progress-driven lens — one that values transparency over perfection and momentum over stasis. That means asking better questions: not just “Is this brand perfect?” but “Are they learning, improving, and being honest about where they are in the process?”. As consumers, we define what sustainability means through our choices — and our dollars. Supporting brands that are making imperfect but meaningful strides sends a clear message: sustainability matters.
When we choose to invest in progress, even if it’s messy or incomplete, we signal to brands that their efforts are worth expanding. The next time you see a brand sharing its sustainability efforts, resist the urge to immediately poke holes. Instead, ask: Is this a step forward? If so, support it — through your attention, your voice, or your wallet. And that’s how we move the needle: not by canceling those who try, but by encouraging them to try harder.
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