Sustainable Fashion in India: An Overview


  • Sunanda Vincent Jaiwant CHRIST (Deemed to be University), Bengaluru.




Editorial, Fashion, Sustainability, Recycle, Resale, Reuse, Clothing, Vegan


Lately, a greater number of industries are moving towards sustainability, sustainable products and process. Sustainable fashion is a term that is quite a in vogue lately. Study reveals that the fashion industry is the second largest industry polluting the environment. It is now driving several eco-conscious brands and individuals to opt-out of fast fashion and adopt more planet-friendly strategies. Sustainable fashion is catching up like fire in India. Sustainable, eco-conscious brands from across the country are organizing online as well as offline sales of their goods. India has witnessed many homegrown fashion and accessory brands that are moving towards sustainable clothing and fashion. The fashion industry has joined the bandwagon in the last few years to remain in the good books of their customers and to resonate with the sustainability revolution.

Author Biography

Sunanda Vincent Jaiwant, CHRIST (Deemed to be University), Bengaluru.

School of Business and Management, CHRIST (Deemed to be University), Bengaluru, Karnataka, India.


Bianchi, C., & Birtwistle, G. (2012). Consumer clothing disposal behaviour: a comparative study. International Journal of Consumer Studies, 36(3), 335-341. Retrieved from https://doi.org/10.1111/j.1470-6431.2011.01011.x

Goworek, H., Fisher, T., Cooper, T., Woodward, S., & Hiller, A. (2012). The sustainable clothing market: an evaluation of potential strategies for UK retailers. International Journal of Retail & Distribution Management, 40(12), 935-355. doi:10.1108/09590551211274937

Harris, F., Roby, H., & Dibb, S. (2016). Sustainable clothing: challenges, barriers and interventions for encouraging more sustainable consumer behaviour. International Journal of Consumer Studies, 40(3), 309-318. doi:10.1111/ijcs.12257

Henninger, C., Alevizou, P., & Oates, C. (n.d.). What is Sustainable Fashion? Journal of Fashion Marketing. doi:https://doi.org/10.1108/JFMM-07-2015-0052

Khandual, A., & Pradhan, S. (2019). Fashion Brands and Consumers Approach Towards Sustainable Fashion. doi:https://doi.org/10.1007/978-981-13-1268-7_3

Lundblad , L., & Davies, I. (n.d.). The Values and Motivations Behind Sustainable Fashion Consumption.

Niinimäki, K. (2009). Eco-Clothing, Consumer Identity and Ideology. doi:10.1002/sd.455

Wiederhold, M., & Martinez, L. F. (2018). Ethical consumer behaviour in Germany: The attitude-behaviour gap in the green apparel industry. International Journal of Consumer Studies, 419-429. doi:10.1111/ijcs.12435

Ritch, E. L. (2015). Consumers interpreting sustainability: moving beyond food to fashion. International Journal of Retail & Distribution Management, 43(12), 1162-1181.

Shen, D., Liu, F., & Richards, J. (2013). Consumers’ Awareness of Sustainable Fashion. Marketing Management Journal, 23(2).

Shen, B. (2014, September 11). Sustainable Fashion Supply Chain: Lessons from H&M. MDPI, 6(9), 6236-6249. doi:doi:10.3390/su6096236




How to Cite

Vincent Jaiwant, S. (2022). Editorial: Sustainable Fashion in India: An Overview. Ushus Journal of Business Management, 21(3), v - xvi. https://doi.org/10.12725/ujbm.60.0