RESOURCES | CHALLENGES

Challenges for Eco-Conscious Brands

Why doing the right thing in fashion isn’t as easy—or as affordable—as it should be

Making better choices in fashion production comes with serious hurdles. While more brands are trying to reduce harm to people and the planet, real change isn’t easy—especially smaller labels with limited resources. From the high cost of sustainable materials to a lack of supply chain transparency, these obstacles make it difficult for brands to produce responsibly. For parents hoping to shop more consciously, it helps to understand what’s getting in the way—and why your support makes a difference.

1) Sustainable materials are expensive

Sourcing responsible materials—like organic cotton, TENCEL™, or low-impact dyes—costs significantly more than using conventional alternatives.

  • Organic cotton uses more labor and time. It’s grown without synthetic pesticides or fertilizers, requires crop rotation, and often yields less than conventional cotton, raising the price per pound.

  • Low-impact dyes must meet safety standards. Brands using GOTS- or OEKO-TEX-approved dyes pay for more chemical compliance, wastewater treatment, and testing.

  • Minimum order quantities can be a barrier. Many mills require high-volume purchases, which smaller brands can’t always meet.

2) Ethical manufacturing comes at a premium

Responsible factories pay fair wages, follow safety standards, and allow workers to unionize—all of which cost more than the exploitative models that keep fast fashion prices low. Smaller brands that want to partner with these factories often face higher minimums, longer lead times, and elevated production costs due to their limited bargaining power compared to large retailers.

  • Limited runs = higher per-piece costs. Producing small batches increases the unit cost of everything from fabric to buttons.

  • Upfront costs can be overwhelming. Ethical brands often invest more in sampling, quality testing, and certifications without the financial cushion of big brands.

  • Fair labor practices increase costs. Paying living wages, ensuring safe working conditions, and and maintaining labor compliance standards all raise production costs—especially in regions where most factories aren’t required to meet these standards.

3) Certifications are costly and complex

Third-party certification adds credibility—but comes at a price. Many responsible brands want to be transparent, but certifying their processes (like Fair Trade, GOTS, or OEKO-TEX) requires time, money, and paperwork.

  • Application fees and audits can be prohibitive. This is especially tough for brands working with multiple suppliers or small-scale factories.

  • Not all good factories have certifications. Some small but ethical manufacturers can’t afford audits, so brands must vet them directly—without being able to provide third-party proof to reassure customers.

4) Lack of supply chain transparency

It’s hard to trace where and how materials were made. Most fashion brands, even those trying to do better, struggle to track their full supply chains.

  • Fabric mills are often opaque. Brands may know their sewing factory but not the yarn spinner, dyer, or cotton farmer.

  • Subcontracting hides labor violations. When work is outsourced to unvetted factories, it’s harder to ensure fair labor and safety standards.

5) Responsible production takes time

Responsible brands often work in smaller batches, allow time for quality control, and and avoid the rushed timelines that can lead to labor violations or waste. Their slower pace, while intentional can come with trade-offs.

  • Ethical factories can have longer lead times. Factories that pay fairly and maintain good working conditions are often in high demand, which means longer wait times to get production slots—and smaller brands may get pushed to the back of the queue.

  • Smaller brands must commit early without guaranteed demand. Ethical factories often require advance planning and upfront deposits. For small labels without deep financial reserves, this makes it harder to predict inventory needs and respond to shifts in customer demand.

  • Delays hit harder when there’s no backup. Unlike big brands, small labels usually lack alternate suppliers or in-house teams to manage production setbacks.

6) Conscious brands compete with low prices

Mass-market and fast fashion brands set unsustainable expectations. Brands producing ethically often can’t match their artificially low prices.

  • Customers are often used to cheap clothes. The true cost of responsible production (labor, materials, shipping) can shock consumers used to $5 t-shirts.

  • Explaining pricing adds workload. Smaller brands must often educate their audience on what makes their pieces different—and worth the investment.

7) It’s hard to earn consumer trust

Responsible brands struggle to stand out in a marketplace flooded with vague sustainability claims.

  • Greenwashing has made consumers wary. As more brands jump on the “eco” bandwagon with vague or misleading claims, genuinely responsible companies often face an uphill battle to prove their credibility.

  • Proving credibility takes time and money. Certifications, detailed supply chain disclosures, and thoughtful storytelling all cost extra—putting smaller ethical brands at a disadvantage.

  • Quiet transparency doesn’t always sell. Brands that prioritize action over marketing often get overlooked in favor of louder (but less meaningful) claims made by bigger brands.

Sources:

Should Fashion Suppliers Bear the Cost of Becoming More Sustainable? - Vogue Business

Sustainable Fashion is Getting Harder, Not Easier, For Designers - Vogue Business

This Startup Promised to Help Fashion Go Green. Brands Didn’t Want to Pay for It. - Wall Street Journal

What’s Behind the Slow Fashion Recession? - The Business of Fashion

Can Sustainable Fashion Solve its Pricing Problem? - Vogue Business

How Greenwashing Affects the Bottom Line - Harvard Business Review

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