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Sustainable fashion's harsh truth: Why doing good is losing money?

02 Jan '26
8 min read
Sustainable fashion's harsh truth: Why doing good is losing money?
Pic: Shutterstock

Insights

  • Sustainable fashion faces a monetisation gap.
  • While ethical awareness is rising, high costs, price sensitive consumers and limited scale continue to constrain revenues.
  • Brands that rely solely on sustainability struggle to convert intent into sales, highlighting the need for sharper pricing, stronger design appeal and clearer market specific communication.

The British designer label has not posted a pre-tax profit since ****, and its finances have remained under sustained pressure for several years, according to company’s filings. Even in ****, the company had reported a ** per cent drop in sales to £** million (~$**.* million) while pre-tax losses widened to £**.* million (~$** million).

Further, the company’s directors have warned that it could face cash shortages by **** without additional funding. These challenges come amid a broader slowdown in luxury spending, driven by inflation, rising living costs and weakening global demand.

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