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Sustainable fashion has its roots in the “planet” pillar. It employs the circular economy, Sustainable Development Goals (SDGs), and other frameworks to mitigate environmental degradation. This interdisciplinary field comprises three core pillars: environmentally, it emphasizes green materials, circular design, pollution prevention, and resource conservation; socially, it centers on labor rights and equitable consumption; economically, it highlights business ethics and healthy industrial supply chains. These three pillars function synergistically, balancing aesthetic ethics and propelling the industry into a virtuous cycle.

The circular economy is an economic system centered on material and product reuse. It addresses global challenges by decoupling resource consumption, adhering to principles of waste elimination, high-value recycling, and ecological restoration. This systemic shift reshapes fashion production and consumption patterns. Unlike fast fashion’s linear “take-make-dispose” model, it eliminates waste and pollution through strategies such as product lifespan extension and recycling.

Sustainable fashion adopts a holistic approach, encompassing the entire lifecycle of garments—from raw material extraction to disposal—while demonstrating profound respect for the environment and prioritizing the well-being of humans and other species. This lifecycle perspective ensures accountability at every stage, from ethical sourcing of fibers to post-consumer waste management. Its key objectives include minimizing the industry’s social and environmental costs and enhancing product value retention throughout lifecycle stages. As Fletcher and Grose (2012) elaborate, it focuses on influencing environmental and social impacts during design and development across the full product journey—from fiber to factory, consumer use, disposal, and potential reincarnation (Fletcher & Grose, 2012, pp. 12–14). Practical applications include second-hand commerce and garment repair services to prolong product utility, thereby reducing unnecessary consumption.

The United Nations Sustainable Development Goal 12 (“Responsible Consumption and Production”) holds significant relevance to the fashion industry. Fast fashion’s overproduction generates 92 million tons of annual textile waste, alongside intensive water/energy use and substantial carbon emissions. This goal compels brands to adopt recycled textiles and circular design, while guiding rational consumer behavior to align with sustainability objectives.

Reference list:

Fletcher, K. and Grose, L. (2012) Fashion and sustainability: design for change. London: 

Laurence King Publishing.

Brand of Choice: lululemon

Lululemon Overview

Founded in 1998 in Vancouver, Canada, Lululemon is a technical athletic apparel firm specializing in yoga, running, training, and other high-intensity sports. Originating as a small design studio and retail space, it expanded across North America by the early 21st century via technical fabrics and community-based marketing, went public in 2007, evolved into a global athletic/lifestyle apparel leader, opened its first European flagship in London’s Covent Garden (2014), and served as Canada’s Olympic team apparel supplier for the 2022 Beijing Winter and 2024 Paris Summer Olympics. Its product range covers yoga/running/training-focused high-performance leggings, sports bras, tops; casual wear (hoodies, joggers, dresses); accessories (yoga mats, water bottles); men’s activewear (shorts, shirts, jackets); plus digital services (fitness classes, Lululemon Studio app) and offline events (yoga workshops, running clubs). Differentiators include patented fabrics (Luon®, Nulu™) – e.g., Lycra four-way stretch yoga pants (shape retention, elasticity, leg fit) and quick-drying, supportive, breathable sports bras – and community building. Its philosophy emphasizes clothing-body movement fit, with accessories integrating sports and fashion, favored by athletes and casual wearers.

Important Figures

• Founder: Chip Wilson

• CEO (as of 2025): Calvin McDonald

• Brand Ambassadors: A diverse lineup consisting of athletes, yogis, and health influencers, complemented by celebrity endorsements.

My first encounter with Lululemon came as I followed the health trend of “yoga + Pilates.” When I first wore their Align pants to a Pilates class, the fit during bending and stretching was exceptional—unlike the pants I had worn before, which often caused discomfort in the crotch area. Later, while visiting a store, the staff took the initiative to explain to me the suitability of different fabrics for various sports, and their professionalism left a deep impression on me. The reasons for my fondness for the brand are as follows: first, its fabric technology and professional expertise are beyond doubt; second, unlike its competitors that only focus on product functionality, Lululemon organizes community activities, through which one can meet a group of like-minded friends.

In summary, Lululemon has achieved excellence by taking innovative fabric technology as its core support and establishing emotional connections through community marketing. From its early days as a startup in Vancouver to becoming a global giant in the health industry, it has consistently set the benchmark for consumers’ expectations of athletic apparel—seamlessly combining functionality, comfort, and a sense of belonging.

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