These days, it feels like everyone is talking about sustainable fashion. From catwalks to checkout carts, the word "sustainable" is everywhere. But what does it actually mean?

As a microbrand that has spent over a decade navigating the ever-shifting fashion landscape, we’ve seen firsthand how the term has lost clarity. "Sustainable" has become a selling point, a catchphrase, sometimes even a distraction. Yet at Paguro Upcycle, we believe it's not about being perfect. It’s about doing things differently - with honesty, intention, and a deep commitment to better practices.

In this blog, we want to share our honest take on what sustainable fashion means to us today. Not as a trend, but as a lived, everyday decision-making process.

 

The Overuse (and Misuse) of ‘Sustainable’

In theory, sustainable fashion should mean practices that protect the planet and support people. But in practice, it’s often reduced to buzzwords and vague promises.

Fast fashion brands increasingly slap on green labels or launch "eco collections" that barely scratch the surface of systemic issues. This kind of greenwashing dilutes meaningful action and confuses well-intentioned consumers.

As explored in academic literature on fashion and the Anthropocene, the industry’s entanglement with capitalism and consumerism makes real change difficult. Fashion, by its nature, thrives on novelty and turnover - a paradox when the goal is to consume less, not more.

As a student of sustainable design, I’ve studied how language can obscure impact. Many companies invest more in marketing than in actual environmental reform. Microbrands, by contrast, often lack the budget for flashy campaigns - but their work is rooted in genuine action.

 

So, What Do We Actually Mean By Sustainable Fashion?

At Paguro, we define sustainability across three dimensions: environmental, social, and emotional.

Environmental: We work with reclaimed materials - rubber from inner tubes, wood offcuts, leftover leather - giving them a second life as bags, jewellery, and accessories. By upcycling, we divert waste from landfill and avoid the carbon costs of virgin production.

Social: Our makers are skilled artisans who are paid fairly for their craftsmanship. We collaborate with small workshops that prioritise safe, supportive working conditions. For us, sustainability means investing in people, not just products.

Emotional: Perhaps most overlooked, emotional sustainability is about longevity and connection. Our designs carry stories. They are made to last and to be loved, not replaced. In my academic work, I’ve explored how emotionally durable products reduce churn and foster deeper value. A necklace gifted with meaning will always outlast the latest trend.

Transparency Over Perfection

As a small brand, we can’t tick every box. We don’t carry a wall of certifications. But we can offer you transparency.

We know where our materials come from. We know who makes our products. We know the journey from waste to wearable. That traceability is our promise.

Of course, there are still challenges. Our goal is progress, not perfection - because sustainability is a journey, not a checkbox.

 

A Call for Slower, More Conscious Fashion

In a world of overnight trends and 10-minute delivery, slowing down can feel radical. But it’s also essential.

We believe fashion can still be exciting, expressive, and joyful - without being disposable. Buying less, choosing better, and supporting brands that prioritise people and planet is the most powerful change consumers can make.

When you wear a Paguro bag made from inner tubes or gift a pair of reclaimed wood earrings, you're saying: I care where my things come from. I want my choices to matter.

That is what sustainable fashion can look like.

What We Hope the Future of Fashion Looks Like

We don’t have all the answers. But we do have questions - and the courage to ask them.

We hope the future of fashion is one where transparency matters more than trends. Where value is measured not just in cost, but in craft, story, and impact.

At Paguro, we’ll keep doing our part: creating bold, meaningful accessories with reclaimed materials, and sharing what we learn along the way.

Because real sustainability isn’t about looking perfect. It’s about showing up with honesty, heart, and hope for something better.