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At a time when corporate sustainability has moved from a fringe concern to a core business metric, a disconnect is emerging between a company's public-facing sustainability efforts and its on-the-ground operations. Brands are dedicating significant budgets to producing meticulously crafted sustainability reports, while the very operational issues they claim to be addressing remain uncorrected.
It’s a paradox of our times: brands are spending more on reporting sustainability than actually implementing it. The result: impressive documents, glowing press releases, and award-winning presentations that mask the stubborn reality wasteful overproduction, missed targets, and untraceable supply chains.
The numbers behind the paradox
A recent industry survey revealed a telling statistic: 64 per cent of fashion executives say their sustainability budgets are spent more on reporting and communication than on operational change. The irony is striking. Reports, once designed as tools for transparency, have become a product in themselves an entire industry of consultants, auditors, and communications specialists thriving on ESG narratives. But the consequences are serious. Only 23 per cent of global brands are on track to meet their 2030 sustainability targets. The reason is simple: reports don’t cut emissions or reduce overproduction. Operations do.
The cost of standing still
Nowhere is this clearer than in overproduction, fashion’s Achilles’ heel. An estimated 30-40 per cent of all clothing made is never sold. Each unsold shirt or dress represents wasted cotton, polyester, water, dyes, energy, labor, and shipping fuel, only to end up in discount bins, landfills, or incinerators.
Operational reform tighter supply chains, demand-driven production, smaller runs could drastically reduce this waste. But these fixes require deep restructuring and tough trade-offs, unlike commissioning another glossy PDF.
H&M’s conscious illusion
Few stories illustrate the gap between promise and practice better than H&M. The fast-fashion giant has touted its Conscious Collection and in-store garment recycling program as proof of its green credentials. Both initiatives feature prominently in its sustainability reports. Yet, an investigation by the Changing Markets Foundation found that 96 per cent of H&M’s green claims were misleading. And less than 1 per cent of garments collected through its recycling program were actually recycled into new clothes. The rest were downcycled, exported, or discarded. The glossy reports and campaigns built brand reputation. The operational reality told another story.
Outside fashion, the paradox holds. Coca-Cola pledged to use 50 per cent recycled content in packaging by 2030. By 2025, the company quietly scaled back the goal to 35 per cent, citing a lack of recycling infrastructure. The rollback was noted, but the company’s annual reports still spotlight ambitious sustainability language. Meanwhile, Coca-Cola continues to top the charts as the world’s number one plastic polluter. These examples highlight the crux of the paradox: investing in brand image over operational overhaul.
The shift, from reports to results
Industry experts argue that sustainability’s real ROI comes from action, not PDFs. The next frontier lies in six clear strategies:
Tackle overproduction: Align design and demand forecasting to make only what can be sold.
Embed data daily: Integrate sustainability metrics into everyday workflows, not just annual reports.
Invest in traceability: Direct budgets toward tools that verify impact, like blockchain-enabled supply chain mapping.
Operational KPIs, not PR goals: Track measurable outcomes such as the percentage of circular designs rather than vague promises.
Automate compliance: Let tech generate reports as a byproduct of efficient systems, not as a stand-alone effort.
Engage the ecosystem: Work with suppliers, customers, and partners to build resale, repair, and recycling models.
Rethinking the budget equation
What if companies redirected even half their reporting budgets into operations? Analysts suggest the gains could be significant: fewer unsold goods, real emissions cuts, better supplier accountability, and more genuine consumer trust. The paradox, in the end, is a leadership test. Reports may win headlines, but operations win long-term survival. As regulations tighten and consumer skepticism deepens, the brands that shift from storytelling to action will define the next decade of business leadership. The sustainability paradox asks a simple but profound question: Do we want to look sustainable or be sustainable?
Official sports brand of the United States Polo Association (USPA), US Polo Assn was roped in as the Official Apparel Partner of the XV Federation of International Polo (FIP) European Polo Championship, held from August 26 to September 7 at the Sowiniec Polo Club in Mosina, Poland.
US Polo Assn dressed players and umpires in custom-designed performance jerseys and branded caps, alongside field signage and branded on-site activations for event attendees, bringing the brand's authenticity and sport-inspired style to the tournament.
US Polo Assn.'s support of the XV Federation of International Polo European Polo Championship as the Official Apparel Partner exemplifies everything the company stands for as a global sports brand, says J Michael Prince, CEO and President, USPA Global, manager of the global, multi-billion-dollar U.S. Polo Assn. brand. The company also plans to launch the US Polo Assn brand in Poland in early 2026, avers Prince.
A standout partner to the Federation of International Polo for the past nine years, US Polo Assn helps elevate the visibility and professionalism of their most important tournaments, notes Alex Taylor, Executive Board Member, FIP. The brand's support has been instrumental in bringing the European Polo Championship to Poland, a country with a rich polo legacy and a growing community of athletes and sports fans, he adds.
First held in 1993, the XV FIP European Polo Championship highlighted polo's century-old history in Poland dating back to 1911. Today, with nearly 100 active players and a growing interest, Poland serves as an exciting new host for this major international sporting event.
Leading online resale platform for apparel, shoes, and accessories, ThredUp has announced a complete rebrand. The redesign features a new user experience and innovative product features aimed at reinforcing its position in the now-mainstream secondhand market.
With three out of four consumers now shopping for secondhand items, ThredUp is leaning into its leadership role with an intuitive new platform. It combines a clean, modern aesthetic with powerful, proprietary AI technology. The rebrand reflects the company's growth from an affordability-focused startup into a major player in the circular fashion movement.
Since their founding in 2009, ThredUp has worked to transform how people think about and shop for secondhand clothing, says James Reinhart, Cofounder and CEO, ThredUp. The new brand identity and AI features align the business with customer expectations to make secondhand shopping and selling more seamless and personalized, he adds.
Designed to be cleaner and more elevated, the new ThredUp look features a new ‘infinity’ emblem that symbolizes circularity. The emblem forms a ‘T’ like a thread, representing both the company's name and the connection people have to the sustainable fashion movement.
Kristen Brophy, Senior Vice President -Marketing, ThredUp, states, the new brand identity is a bold step forward in the platform’s mission to reimagine how fashion is consumed.
The rebrand is a result of strategic investments in AI-driven tools. New features include a personalized daily curation of 100 items, a weekly report on fast-growing trends, and advanced AI-powered search for personalized recommendations. The platform has also improved the quality and number of product photos with zoom capabilities and more accurate measurements to increase buyer confidence.
Having processed over 250 million unique secondhand items, ThredUp continues to transform the resale market by making it easier to buy and sell, driving a more sustainable future for fashion.
Indian garment exporters are increasingly relocating their production to East African nations, with prominent companies like Gokaldas Exports and Raymond Lifestyle leading the charge. This strategic shift is a direct response to recent changes in global trade policies, most notably the imposition of high tariffs by the United States on goods from India.
The primary reason for this move is a reported 50 per cent US tariff on Indian exports, allegedly a penalty for India's continued purchase of Russian oil. This steep tariff has made Indian garments significantly less competitive in the American market, forcing exporters to find alternative manufacturing locations to maintain profitability and service their US clients.
East African countries such as Ethiopia and Kenya have become appealing alternatives. They offer a significant advantage through trade agreements like the US African Growth and Opportunity Act (AGOA), which provides them with duty-free or low-tariff access to the US market. This offers a substantial cost benefit compared to the high tariffs faced by Indian goods.
In addition to trade benefits, East Africa presents other attractive factors. Wages in some of these countries are considerably lower than in India - reportedly as low as one-third of Indian labor costs - which helps reduce overall production expenses. Furthermore, African governments are actively working to attract foreign investment by offering incentives like tax breaks, land concessions, and streamlined regulations. The region also boasts a young and growing workforce, providing a large labor pool for the labor-intensive garment industry.
However, logistics can be a major hurdle, especially for landlocked countries like Ethiopia, where transporting goods to and from ports can be both time-consuming and expensive. The lack of a robust local upstream industry means manufacturers must often import raw materials like fabrics, which can increase lead times and costs.
Indian companies also need to renegotiate terms with their American buyers, some of whom may be wary of receiving products from new, less-familiar locations due to potential disruptions or quality control issues. Political instability in some parts of East Africa adds another layer of risk for foreign investors.
Maharashtra is set to establish six new technical textile parks, one in each revenue division, as a part of a strategic push to become a major hub for advanced textiles. This announcement was made by Sanjay Savkare, State Textile Minister at the TAG 2025 Annual Textile Conference.
Savkare emphasized, the state government is focused on attracting both domestic and foreign investment while boosting its capacity for R&D, infrastructure, and skilled labor. It has also created a task force to gather feedback from stakeholders and enhance Maharashtra's export competitiveness, he informed. Anshu Sinha, Principal Secretary, Textiles, emphasized on the importance of collaboration between industry, academia, and government to maintain the state's leading position.
The conference also released the the FICCI–Wazir Advisors Annual Textile Industry Report that provided key insights into the global textile and apparel (T&A) market. According to this report, the worldwide T&A trade increased by 5 per cent to $893 billion in 2024. Meanwhile, currently valued at $1.8 trillion, the global apparel market is projected to grow to $2.3 trillion by 2030.
Despite India’s strong domestic T&A market, which stood at $184 billion in FY25 with $37 billion in exports, the industry faces significant challenges due to the recently imposed 50 per cent US tariffs on Indian goods.
To overcome this, the report recommends garment-led investments as the anchor for India's growth. It suggests, moving into apparel manufacturing through foreign direct investment (FDI), global partnerships, and government schemes like PLI and PM MITRA Parks can improve value addition, create jobs, and make India a more competitive sourcing hub.
The report also emphasizes on the importance of innovation and sustainability, flagging weak R&D and the lack of Free Trade Agreements (FTAs) with key markets as major bottlenecks. Industry leaders at the conference expressed a shared belief that a combination of strategic investments, a focus on sustainability, and global alliances will help India withstand tariff challenges and emerge as a leading sourcing destination by 2030.
A retail innovation company, IEM has teamed up with premier real estate investment trust, Simon Property Group to launch a new platform to help brands expand into physical retail with greater speed and flexibility. This platform introduces a new standard in mall retailing through what IEM calls ‘micro spaces.’
These 10x15-foot branded, experiential spaces are strategically placed in high-traffic mall areas. They aim to create demonstrative brand experiences, allowing shoppers to physically interact with products before buying. These spaces act as incubators, letting brands test market demand and gain visibility while minimizing the risk and high costs typically associated with opening a full-sized store.
At its core, IEM's service model is a modular, pick-and-choose menu. Brands can select the specific support they need, including design, staffing, daily operations, or performance reporting. This flexible approach reduces upfront investment, enables quick market entry, and helps brands achieve measurable results.
James Lesser, Managing Partner at IEM, says, the company was founded to help brands bridge the gap between digital and physical retail. The future of retail isn’t just about opening stores - it’s about doing it intelligently, with flexibility, control, and a team that knows how to execute, he adds.
Chip Harding, Executive Vice President-Business Development, Simon Property Group, highlights, IEM’s spaces not only create memorable shopping experiences but also reinforce Simon's role as a platform where brands can scale successfully.
So far, IEM has partnered with six emerging and growth-stage brands. Of these, three brands - OOFOS, Generation Tux, and Caddis Eyewear - have already launched their experiential retail environments. Emma Spagnuolo, CEO, Caddis, notes, IEM allowed the company to extend its ‘lifestyle brand’ ethos beyond digital into a physical space, enabling them to connect with consumers in person.
IEM’s success is driven by its strong relationships with mall developers. By offering short-term leases and subsidized rents, IEM provides a cost-efficient way for brands to test the physical retail market. The platform is designed to be turnkey and data-driven, helping brands launch physical activations with speed and confidence.
In its 42nd Annual General Meeting (AGM) held at the association’s complex in Uttara, Bangladesh Garment Manufacturers and Exporters Association (BGMEA) passed the budget for the financial years 2024-25 besides also reviewing the Association’s financial position and discussing the future direction of the country’s largest export sector.
The meeting was chaired by Mahmud Hasan Khan, President, BGMEA and attended by the current Board of Directors, including Vice Presidents and Directors, former office bearers, Standing Committee members, and general members of the Association.
BGMEA also appointed an auditor for the upcoming fiscal year during the meeting. The financial report and budget were presented by Mizanur Rahman, Vice President-Finance, who outlined the Association’s fiscal health and key allocations for the year ahead.
Khan also reviewed the present state of the apparel industry, set out the initiatives taken by the newly elected Board during its first three months, and shared plans aimed at strengthening the sector amid global challenges. He noted, the AGM served as a platform to reaffirm members’ collective commitment to addressing industry issues through collaboration and strategic planning.
This year’s AGM was delayed due to the incomplete tenure of the previous Board. For nearly eight months, the Association was managed by a government-appointed administrator, which prevented the timely holding of the meeting. After assuming office, the current Board prioritised convening the AGM, describing it as an important step in reinforcing transparency, accountability, and renewed leadership within the organization.
In its upcoming edition, Heimtextil plans to shift its Carpets & Rugs section to new, larger halls to accommodate growing demand and strengthen its position as the premier international platform for both textile and non-textile floor coverings.
The Carpets & Rugs segment will be shifted to the spacious Halls 11.0 and 12.0, with an additional expansion into Hall 11.1. Along with its presence in Hall 3.0, this move indicates the expansion of the carpet and rug section across four levels for the first time. The new Flooring & Equipment area in Hall 12.0 will complement the textile offerings with non-textile floor coverings, reflecting a more holistic approach to the industry.
Bettina Bär, Director, Heimtextil, states, the two ranges complement each other perfectly. The Carpets & Rugs offering is more extensive than ever, and the organizers are also providing a platform for Flooring & Equipment.
The event has already secured participation from global industry leaders. Hall 12.0 will feature key players in the machine-woven carpet sector, including Balta, Hanse Home Collection, Lalee, Merinos, and Oriental Weavers Group. A special highlight will be the ‘Belgian Textiles by Fedustria’ area that will showcase high-end products from Belgium’s top carpet manufacturers.
Designated for hand-woven carpets, Hall 11.0 will host high-quality Indian companies like Hafizia Arts & Craft, Javi Home, and The Rug Republic. Joint stands from China and India, including participation from the Carpet Export Promotion Council, will be located in Hall 11.1. In Hall 3.0, renowned brands like Paulig Teppichweberei and Theko will exhibit their collections.
The new ‘Future Floor’ area in Hall 12.0 will offer customized content for the flooring and carpet industry. This space will highlight a curated selection of sustainable and innovative products. A Talk Spot will feature experts discussing the latest carpet trends, and guided tours will be available to key exhibits.
This strategic expansion and enhanced focus on both textile and non-textile floor coverings ensure that Heimtextil 2026 will create a unique and comprehensive offering for the entire global floor covering industry.
For years, the global fashion industry has leaned on the promise of recycling as its escape hatch from a mounting environmental crisis. The vision is seductive: last season’s jeans reborn as this season’s T-shirt, a closed loop where waste is eliminated, and sustainability stitched into every seam. But a sobering new study from Denmark has thrown cold water on that dream, exposing the grand illusion of garment recycling.
The research, titled ‘Assessing the Circularity Potential of Textile Flows for Future Markets in Denmark: A Study of Textile Anatomy’, led by Heather Logan and her team, takes a forensic look at textile waste. What it uncovers is both startling and sobering: despite soaring ambitions, the volume of garments truly suitable for recycling is alarmingly small, and the system itself is fraught with inefficiencies, contaminants, and false hopes.
A tangled web of fibers
The study’s most eye-opening finding lies in the very anatomy of modern fashion. Researchers examined discarded garments from just one season in the Danish market and found over 600 different textile blends. From polyester mixed with elastane, to cotton woven with viscose, to wool spliced with synthetic trims, the sheer complexity makes recycling a logistical nightmare.
This ‘head-spinning variety’, as the researchers describe it, prevents recyclers from isolating fibers efficiently. While polyester makes up nearly 60 per cent of global fiber production, the Danish study found that only 6-7 per cent of discarded clothing is actually recoverable for chemical polyester recycling. The rest is too entangled in blends to be separated economically.
“Polyester may dominate global production, but the way it shows up in actual garments is messy and unpredictable,” the report notes. “The disconnect between production statistics and waste stream realities is vast.”
Recycling disrupted, the hidden villains
Even when fibers can theoretically be recovered, garments themselves often fight back. Zippers, buttons, foam padding, sequins, and trims what the study calls ‘recycling disruptors’ are everywhere. Each must be stripped away before recycling can even begin, a painstaking process that drives up costs and slashes efficiency.
Take men’s suits and overcoats. Laden with linings, interfacings, shoulder pads, and metallic fastenings, they are among the least recyclable garments. In contrast, simple t-shirts and sweaters, with fewer non-textile parts, are comparatively easier to process.
Yet the scale of the problem is daunting. The study warns that these disruptors don’t just slowdown recycling, they often render entire garments unusable. In many cases, recyclers face a choice: invest heavily in labor-intensive pre-processing or send the clothing straight to incineration.
Where waste really ends up
The Danish team’s Material Flow Analysis (MFA) paints a stark picture of garment end-of-life. Even under an idealistic scenario, where 80 per cent of discarded textiles are separately collected (far above the EU’s current 20 per cent average) the recycling yield remains limited.
• 45 per cent of textiles still end up incinerated, largely due to contamination or excessive complexity.
• 24 per cent are suitable for reuse in second-hand markets.
• Just 31 per cent are viable for material recycling.
Table: Projected textile waste fractions
|
Waste fraction |
Percentage of total |
Notes |
|
Incineration |
45% |
Wet, dirty, or too complex to recycle |
|
Reuse |
24% |
Items fit for second-hand markets |
|
Material Recycling |
31% |
Available for various recycling routes |
Note: Danish market, idealistic 80% separate collection scenario
That final slice, roughly 30,000 tonnes per year in Denmark, is a meager feedstock for any large-scale recycling industry. Breaking it down by fiber type, the picture grows even murkier.
Table: Material available for recycling by fiber type
|
Fiber type |
Available volume (tonnes/year) |
|
Cotton-rich |
12,000 |
|
Polyester-rich |
6,500 |
|
Wool-rich |
4,000 |
|
Viscose-rich |
1,000 |
Far from being a single, steady stream, recycling feedstock is fragmented and dispersed making economies of scale nearly impossible without massive investments in sorting, logistics, and infrastructure.
The harsh lesson for circular fashion
The conclusions are hard to ignore: recycling garments is far more complicated than recycling materials like glass or paper. Contamination, non-textile disruptors, and fiber variety all combine to undercut efficiency and economics. “The promise of large-scale garment recycling has been oversold,” Logan and her team caution. “We must recognize that a recycling-based circular economy for textiles is unlikely to deliver at the scale the industry has hoped for.”
Instead, the researchers argue, fashion must look upstream. Avoidance and reuse should take precedence. While design for recycling can ease processing burdens, it should not come at the cost of garments’ primary purpose: functionality and durability.
A wake-up call for the industry
The Danish study doesn’t dismiss recycling altogether, but it delivers a crucial reality check at a time when brands are marketing circularity as a silver bullet. By grounding the debate in hard data rather than glossy sustainability reports, it forces fashion to confront the uncomfortable truth: recycling alone cannot solve the textile waste crisis. In fact, unless the industry tackles overproduction, embraces longer-lasting design, and incentivizes reuse, recycling may remain more illusion than solution.
As Europe prepares to implement stricter Extended Producer Responsibility (EPR) schemes for textiles in 2025, the findings carry particular weight. Policymakers, brands, and recyclers alike face the challenge of designing a system that acknowledges limits, rather than one built on wishful thinking. The message is clear: if fashion is to have a circular future, it will need far more than recycling bins and chemical plants. It will require a fundamental rethinking of how clothes are designed, consumed, and valued in the first place.
A major event in the technical textiles and nonwovens industry, Cinte Techtextil China 2025 concluded on September 5, 2025 at the Shanghai New International Expo Centre, leaving a trail of positive feedback and new business opportunities. The three-day fair witnessed a 17 per cent rise in attendance from the previous year, attracting nearly 20,000 visitors from 74 countries and regions. Coupled with a record number of product categories and a dynamic fringe program, this impressive turnout strengthened its reputation as a crucial platform for both established and emerging players in the industry.
The event’s success was particularly highlighted by first-time exhibitors and buyers who praised its ability to open doors to new markets both within China and abroad. Emphasizing the fair’s unique positioning, Wilmet Shea, General Manager, Messe Frankfurt (HK), stated, it features highly functional, specialized and sophisticated products and technologies. The integration of new product categories, such as textile chemicals and dyes, and an enhanced fringe program provided fresh energy and opportunities, making the show a key launchpad for exploring new market potential. A comprehensive platform
As Asia's only dedicated show covering the full spectrum of technical textiles and nonwovens, Cinte Techtextil China 2025 hosted over 300 global exhibitors. The diverse range of attendees included sourcing decision-makers, textile and mechanical engineers, product developers, and researchers. The fair's international reach was evident in the significant rise in visitor pre-registrations, with the number international visitors increasing by over 40 per cent.
The event welcomed VIP buyers from around the world and 14 visitor delegations, comprising over 250 participants. Prominent brands in attendance included domestic powerhouses like Kimberly-Clark (China) and Li Auto, as well as international leaders such as Lego System (Denmark), Norafin Industries (Germany), and Rockline Industries (US).
The strong visitor engagement created new prospects for both new and returning exhibitors. Key international players returning to the fair included AUTEFA Solutions and Lindauer Dornier from Germany, and Picanol from Belgium. This edition also welcomed several newcomers who found immense value in the platform.
First-time exhibitor, Reece Berrisford, Sales Manager, Dupre Minerals, reported over 80 inquiries in just two days, highlighting the strong demand for innovative solutions in China, particularly in fire protection. Similarly, praising the fair’s international scope, Nhu Quynh Nguyen, Vietnam Geotextile said, it provided an invaluable access to Chinese and global contacts and was crucial for their market entry into China.
Innovation and sustainability at the forefront
The fair’s extensive fringe program effectively connected innovation and sustainability with industry demands. A part of Messe Frankfurt's ‘Texpertise Econogy’ initiative, the fair’s Econogy Tour and Sustainability Forum promoted the industry's eco-transition and sparked crucial cross-sector discussions.
Along with the AI Panel and the Innovation Product Award, these events provided forward-looking insights that will help the industry navigate future challenges. The China International Nonwovens Conference (CINC), themed ‘Breaking the Deadlock and Reconstruction,’ offered in-depth discussions on navigating challenges and opportunities for the nonwovens sector.
Visitors were equally impressed by the fair's comprehensive offerings. Harald Bartisch, CEO, Blue Brain Alpha Science Coaching/Consulting from Austria, noted, the fair's internationality allowed him to discover unique materials and techniques from various countries. Similarly, Williams Peeters, Sourcing Manager, Milliken Textiles BV, said, he found almost everything he needed to address the growing demand for sustainable yarns in Europe.
The fair's product categories covered 12 application areas, spanning the entire industry from raw materials and upstream technology to finished fabrics and chemicals. This comprehensive scope solidified Cinte Techtextil China as a vital business platform. The next edition is scheduled for September 1-3, 2026.
