Building a more sustainable future starts with the questions we’re willing to ask.

Earth Day is more than a hashtag.
It should serve a checkpoint—not a finish line—for every founder, designer, and brand leader shaping the future of fashion.

In an industry that generates 92 million tons of textile waste annually, with global production expected to increase by 63% before the end of this decade, Earth Day serves as a powerful reminder: we can’t afford to wait for the industry to change. We are the industry. Whether your brand is still in early development or scaling internationally, the responsibility to prioritize people and planet is real—and urgent.

At Pink Sheep Publicity, we work with brands that lead with purpose. So this Earth Day, we’re inviting you to pause and reflect with intention. These 10 questions aren’t just about optics or trends—they’re about long-term, values-driven business growth that makes room for both profitability and progress.

1. Where are My Materials Coming From—and Who’s Making Them?

Every sustainable decision starts with transparency. Knowing your supply chain inside and out—from the fibers you use to the factories that cut and sew your garments—builds the foundation for everything else. Ask your suppliers hard questions. Know your certifications. Don’t settle for vague answers.

As the Business of Fashion’s 2025 Outlook reminds us, “inaction is not an option.” Brands that aren’t clear on their sourcing open the door to greenwashing—or worse, exploitative labor.

2. Am I Using More than I Need?

Whether it’s textiles, trims, energy, or packaging—excess creates waste. Simplicity isn’t just chic; it’s sustainable. Limited drops, thoughtful SKUs, and low-waste production practices can significantly reduce your environmental footprint while also increasing brand profitability.

When over 100 billion garments are produced annually and 85% of them go to landfills, every yard you don’t waste, and every unnecessary shipment you avoid, makes a difference.

3. Can my Products be Reused, Repaired, or Recycled?

Sustainability isn’t just about how a garment is made—it’s also about what happens next. Design with the end in mind. Using materials that are biodegradable or recyclable, and considering construction that supports repair, resale, or reuse allows products to have a lifecycle past initial purchase and wear.

Brands like Patagonia and Eileen Fisher have proven that designing for circularity can build customer trust and brand longevity.

4. Do I Understand the Footprint my Brand Has?

Organic cotton doesn’t automatically equal low impact. Bamboo isn’t always better. Many “eco” fabrics come with hidden tradeoffs—excessive water use, harmful dyes, non-biodegradable blends .

Take time to truly understand your brand’s footprint across the board—materials, shipping, production volume, and product lifecycle from a critical, objective point of view. The fashion industry currently accounts for 10% of global carbon emissions, more than international flights and maritime shipping combined.

Knowing your impact is the first step to reducing it.

5. Are my Production Partners Aligned with my Values?

You can’t build a truly ethical brand without ethical production. That means asking how workers are compensated and treated, how waste is managed, and whether your manufacturer is truly operating in alignment with your brand’s mission.

True partnership goes beyond price and MOQs. It’s built on shared goals and mutual accountability.

6. How do I Educate and Engage my Customers on Sustainability?

If your brand is doing the work—share it. If you’re learning—share that too. Transparency builds trust, and the more you educate your audience, the more powerfully they’ll advocate for your brand.

78% of consumers say they’re more likely to engage with personalized, values-aligned offers. Telling the story behind your practices, your people, and your decisions will bring your customer into the journey.

7. What is my Packaging Made of—and is All of it Necessary?

The unboxing experience doesn’t have to cost the earth. Recyclable tissue paper, compostable mailers, and soy-based inks are small shifts that add up. But it’s not just about materials—it’s about intention.

Do your consumers need three layers of packaging for their single garment order? Probably not.

Audit your packaging like you’d audit a collection. Every detail should align with your values and customer experience. If it isn’t adding value, it’s costing money and wasting resources.

8. How Inclusive and Equitable is my Business Model?

Sustainability and social justice are deeply connected. Are you creating opportunities for underrepresented voices in your team, your campaigns, your supply chain?

Are your size ranges inclusive? Are your price points accessible—or are you unintentionally gatekeeping your values?

Fashion can’t call itself sustainable if it’s only accessible for a privileged few.

9. What Happens to my Product after it Leaves my Hands?

Once a customer checks out, is your responsibility over? Offering resale partnerships, garment care guides, or even take-back programs to keep a brand’s product in circulation longer are increasing in popularity. Reformation and Stella McCartney are continuously looking for new ways to increase their designs’ lifecycles by promoting resell of product, while AllSaints recently introduced a new circular initiative to repair and increase the lifespan of their leather jackets.

The future of fashion is regenerative. Your brand should be too.

10. Am I Making Progress or just Promises?

Sustainability is so much more than a checkbox or an Instagram caption. It’s a long-term, evolving commitment. Set measurable goals. Track your progress. Own your missteps. Communicate honestly.

It’s not about perfection—it’s about showing up.

Collective industry action is crucial to meeting sustainability goals. But change starts with individual brands doing the hard, behind-the-scenes work.

What Can we Accomplish by This Time Next Year?
No brand is perfect. But every brand can do better.

This Earth Day, let reflection lead to action. Let these questions guide the conversations you’re having with your team, your customers, and yourself.