In an era where “sustainability” has infiltrated more than just our urban lexicon, it would be safe to assume that customers worldwide are eager to embrace slow fashion. Reports on mass-produced fast fashion, the consequences of disposable clothing, and exploitation within the fashion industry aren’t new. Much has been written about how customers, businesses, and governments need to take action to combat its detrimental effects.

However, despite its daunting urgency, sustainability still remains a hopeful objective reserved for major conglomerates to tackle.

The global fast fashion industry, a prime polluter just under the oil and gas industry, is forecasted to reach $185 billion by 2027, enjoying a nearly 43% uptick in 2 years. In contrast, its sustainable (or slow) fashion currently shares a 5.14% revenue growth, with forecasts pointing towards a one percentage point climb by 2026. 

In the Middle East, sustainable fashion has managed to capture 5% of the regional retail market, with the UAE boasting a nearly 50% slow fashion revenue share in 2024. 

The UAE’s fashion retail landscape has long been dominated by fast-fashion giants offering trendy and affordable clothing. However, as consumer consciousness around environmental footprints heightens, sustainable fashion brands are slowly beginning to find footing in a competitive marketplace, although systemic challenges exist for sustained growth. 

SUSTAINABILITY GAP  

Stressing the challenges of visibility and marketing slow fashion, Ali El Hajoui, Founder of Good Chic, says, “Sustainable brands often operate with more limited resources for inventory, marketing, and physical retail presence, particularly in high-traffic malls where visibility is crucial.”

According to Deepthi Chandran Joyau, founder of Only Ethikal, the core issue lies in the limited availability of sustainable brands. “Unlike in Europe or the US markets, the availability of sustainable brands in this region is very low,” she says. “The supply is limited.”

Emphasizing the scaling conundrum, Vino Supraja of the eponymous sustainable fashion label Vino Supraja says, “Fast fashion thrives on economies of scale, offering low prices that are hard to match.” 

“Sustainable fashion emphasizes ethical practices and premium materials, which come at a higher cost. Unfortunately, many consumers are unaware of the hidden costs of fast fashion—its environmental toll and exploitative labor practices,” Supraja adds.

Cultural and informational gaps also play a key role. “The UAE’s diverse population includes individuals from various economic backgrounds and sustainability awareness levels,” says Supraja. “Eco-consciousness is growing, but it remains niche, primarily appealing to younger, environmentally aware demographics and expatriates.”

CURATED MESSAGING 

A key aspect of closing the divide in fashion retail lies in how slow fashion brands communicate with their target audience. For Supraja, storytelling has been a crucial tool in shifting customer trends. 

“Customers are increasingly drawn to brands that are transparent in sharing their processes, their artisans’ lives, and the positive impact of their purchases,” she said. “We’ve expanded the narrative through books, short films, global fashion week showcases, and podcasts. These mediums help demystify sustainable fashion and highlight its relevance.”

Acknowledging that messaging plays a key role in customer behavior, Joyau points out that some brands have been greenwashing. “In one discussion with an investor, the feedback was to have a separate line for fast fashion to be more scalable,” she says. “This is confusing for customers who are uncertain about where to spend their money. There’s awareness, but the shift will only happen once the supply of sustainable fashion increases.”

El Hajoui says pop-up events and marketing campaigns are generating interest, but there’s still a preference for trendy, disposable items. “The market is changing, but it’s a slow evolution.”

CLOSING THE INFORMATION GAP

While the UAE government has made strides in raising awareness about sustainability, all agree that a significant information gap still needs to be addressed urgently. 

“The information gap plays a significant role,” said Supraja. “Consumers in the UAE aren’t fully aware of the long-term benefits of sustainable fashion, such as durability, timeless design, and a reduced environmental footprint.”

Joyau says brands need to take responsibility for educating the market. “We need a mindset change. We can’t benchmark fast fashion and compete directly with it,” she adds. “We’re not just selling clothes; we’re selling a philosophy. This requires constant effort from brands to educate and promote a sustainable way of life.”

Clearly, consumers and brands have a role in closing this persistent gap. “Without a clear framework to validate claims, the market struggles with trust and transparency,” El Hajoui says. “That’s why we must be transparent and show consumers that our products adhere to the highest sustainability standards.”

TACKLING SUSTAINABILITY WITH INTEGRITY

For most slow fashion labels, sustainability is not merely a buzzword—it’s a core value that influences every decision. El Hajoui’s Good Chic is focused on sourcing brands that meet internationally recognized sustainability benchmarks.

Joyau’s Only Ethikal operates with the same ethos, sourcing products made with sustainable materials and ethical processes. “We focus on solving the supply problem by bringing good products that support communities in need,” she says. “We also partner with 1% for the Planet and work to offset carbon footprints from the delivery of our products.”

Vino Supraja emphasized a holistic approach, integrating sustainability into every step of the retail process—from crafting designs from certified organic fabrics to collaborating directly with artisans and weavers, and ensuring fair wages, and preserving traditional crafts.

Transparency emerged as a critical component of nurturing consumer trust and loyalty. Supraja’s label, for instance, actively promotes conscious consumption, encouraging customers to wear garments at least 30 times before recycling or upcycling them.

SUSTAINED MARKET SHARE 

El Hajoui stressed the importance of collaboration in a brand’s lifecycle. “Partnering with influencers who truly embrace sustainability can create an authentic connection with consumers,” he says. “Sustainable brands should join forces to create platforms that allow them to reach more people [and regions].”

Reducing production costs is critical to ensuring that sustainable fashion is more accessible. “Sustainable brands should explore cooperative manufacturing and invest in innovative materials to lower production costs without compromising ethics,” says Joyau. 

Creative marketing and consistent communication will also help build awareness and trust.

Educating consumers through engaging campaigns and initiatives has also proven effective in broadening the slow fashion’s footprint in the UAE. “Brands need to deliver small doses of educational content through engaging mediums like podcasts, social media series, and interactive events,” adds Joyau. “At the same time, we must remain patient and persistent, as building a sustainable brand is a long-term commitment.”

Every shopper worldwide would take comfort in knowing their clothing is responsibly sourced and sustainable. Sustainable fashion needs a collective rebranding to transform this utopian goal into plausible reality, and emerging brands can leverage their unique causes for longevity in a rapidly evolving retail industry. 

With education, transparency, and collaboration, sustainable labels can not only carve out space in a market dominated by fast fashion but also shape a future where sustainability is no longer a niche but a new standard.