The LYVN Approach to Sustainable Fashion

What Is Sustainable Fashion?

Sustainable fashion is all about creating clothes that don't pollute the planet and contribute to climate change. It focuses on reducing single-use plastics, avoiding synthetic fibres like polyester wherever one can, and opting for materials like organic fabrics, recycled cotton and other repurposed fabrics. The idea behind it is simple - don't harm the environment during the production of clothes.

The Problem with Sustainable Fashion Brands

In recent years, sustainable fashion has become one of the most overused and misused phrases in the fashion world. Many brands are disingenuous with their approach to sustainable fashion. They use it as a marketing gimmick to inflate prices and practice greenwashing, which means a brand claims the production of the product was done in an eco-friendly manner, but the claim is not true. Oftentimes, they also commit labour exploitation to manufacture their goods.

As days go by, the consumer becomes more and more disenchanted with the words "eco-friendly", "sustainability" or "climate conscious". A certain sense of scepticism has risen in the minds of consumers when they hear the words "sustainable fashion", "eco-friendly".

Why Consumers Love Fast Fashion

When we speak about the sustainable fashion movement and highlight that to our customers on our website, social media people are very supportive and they appreciate it. But when it comes to the actual purchase of clothing, they choose to buy products sold by fast fashion brands, and they support sustainable fashion with their words and fast fashion with their wallet.

There are valid reasons for this,

Fast fashion is affordable.
Fast fashion brands often offer bigger collections than sustainable fashion brands.
Fast Fashion offers convenience and trendy clothes.

These are the advantages fast fashion has over sustainable fashion. The truth is, sustainable fashion is not accessible to the common man. For sustainable fashion to work in the long run, our approach to sustainability must be practical and affordable. That is the LYVN's approach to sustainable fashion!

Pragmatic Approach to Sustainable Fashion

Sustainable fashion brands, or brands generally speaking, cannot become sustainable overnight. Fashion brands worldwide are rushing into the sustainable fashion trend. But we at LYVN are taking a slow but practical step-by-step approach to becoming sustainable. For us, sustainable fashion is not just a buzzword, but a way of doing business. We are in it for the long run, rather than just for the hype.

We want to make fashion as benign to the environment as possible without making the consumers bear the cost. Our pragmatic approach is to take baby steps in the right direction and contribute to lasting change rather than engaging in performative activism.

Our First Steps Toward Sustainable Fashion

We get that achieving 100% organic or natural production is not an overnight process. Cotton and other natural fibres are eco-friendly, but they have limitations when it comes to dyeing versatility and durability (unless you know how to take care of them). Synthetic fibres, on the other hand, still serve a purpose in design and performance.

We took the following actions toward sustainability:

Recycled Packaging (30x Cost Increase)
The first major step was to switch to recycled plastics for our packaging.
This shift increased packaging costs by 2,900% (that’s 30 times more). Despite this change eating into our profit margins, we knew sustainable fashion requires action and sacrifices. Every LYVN package is now proof that commitment matters more than convenience.
Recycled Tags and Wash Care Labels
The next step was to employ recycled plastic for all our tags and wash care labels. These steps may look small from the outside but people, but they are not at all insignificant. Every tag, every wrapping cover matters and the goodness from each tag, cover accumulates to something huge over time.

A Step-by-Step Path Toward Sustainable Fashion

We prescribe this method to every brand that wants to bring a positive change to the world, all the while remaining practical and profile.

True sustainable fashion cannot be attained by eliminating all plastics or synthetic materials overnight. A sudden tsunami-like shift to biodegradable materials would have a catastrophic impact on production, inflating costs tremendously and alienating customers.

Instead, we follow a step-by-step approach where every decision moves us closer to sustainability without compromising practicality.

Sustainable Fashion should be brought about naturally, through responsible sourcing, a gradual increase in the use of eco-friendly dyes, and mindful innovation. LYVN's path to sustainable fashion is built on pragmatism rather than naive idealism.

Every day, we inch closer and closer to our goal of becoming a fully sustainable fashion brand.

Why LYVN’s Approach to Sustainable Fashion Matters

The world needs to understand the importance of making our planet more eco-friendly. More brands need to start doing this. LYVN's approach is simple but powerful: make meaningful progress towards sustainability in fashion, instead of making empty promises.

Being open about the challenges are limitations in sustainability, we hope to redefine the approach to sustainable fashion. It is not about perfection or being puritanical; it is about being better than we were yesterday. We want to inspire every fashion brand owner to take actionable steps, no matter how seemingly small they might seem, to make the world greener and move the industry forward!

TLDR;

Sustainable fashion is about making clothes without harming the planet — but many brands misuse the term for marketing, leading to greenwashing and consumer scepticism. While fast fashion remains popular due to affordability and variety, LYVN believes sustainability must be realistic and practical, not just idealistic.

LYVN’s approach focuses on gradual, meaningful steps: switching to 100% recycled packaging (despite a 30x cost increase) and using recycled tags and labels. The brand believes true sustainable fashion can’t happen overnight — it requires responsible sourcing, small consistent actions, and transparency.

In short: LYVN aims to make sustainability affordable, authentic, and achievable — one conscious step at a time.