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When “Sustainable Fashion” Isn’t So Sustainable

Label on clothes for Cutting-Edge Technologies in Fashion Industry, sustainable fabrics designed to reduce environmental impact. Recycled materials, organic textiles, and biodegradable fibers. Less by triocean
Label on clothes for Cutting-Edge Technologies in Fashion Industry by triocean

We’ve all seen the buzzwords: eco-friendly, green collection, circular fashion. Big brands love to tell us that recycling fabrics or using “new sustainable fibres” is the answer to fashion’s waste problem.


But here’s the twist: a major global study has revealed that these efforts can actually backfire, making fashion’s impact on the planet worse, not better.


Why Does It Backfire?

Let’s break it down:

  • When making clothes becomes cheaper and more efficient (thanks to recycling or “sustainable” innovations), brands ramp up production.

  • Cheaper clothes, especially those labelled “eco”, make people feel better about buying more, more often.

  • Instead of reducing waste and emissions, production and consumption skyrocket.


A recent study found that while circular innovations should have reduced fashion’s footprint by 25%, the rebound effect, increased production and consumption, actually amplified environmental harm by 155%.


Why “New Sustainable Fabric” Isn’t the Magic Fix

Turning old textiles into new fabric sounds great, but it often:

  • Requires significant water, energy, and chemicals

  • Fuels demand for more production, sold as a guilt-free “green” option

  • Enables brands to claim sustainability while continuing fast fashion, classic greenwashing


So yes, recycling is better than landfill. But it’s not the real solution. What's the real fix? Slowing down, reusing what already exists, and resisting the pressure to buy “new.”


Denim Upcycling Ideas, Using Old Jeans, Repurposing Jeans, Reusing Old Jeans, Upcycle Stuff. Lightbox with text Upcycling, Stack of old blue jeans, scissors, thread and sewing tools in sewing studio. Less by irissca
Lightbox with text "Reuse, Repair, Upcycle" by irissca

Why Apawrel’s Way Works

If “new” isn’t the answer, what is?


That’s where Apawrel comes in.


At Apawrel, we’ve always believed that true sustainability means working with what we already have. The recent study published in Business Strategy & the Environment backs this up, showing that even reproduced recycled fabrics can do more harm than good when they encourage overproduction.


👉 In plain English? More new fabric (even “eco” fabric) = more harm.


What This Means for Us

The greenest thing we can do is use the fabrics and clothes already in circulation.


At Apawrel, that means:


When we turn an old jacket into a dog coat or patch a blanket into a new bed, we’re not just being creative, we’re avoiding the environmental cost of creating new fabric (even “sustainable” fabric).


How Apawrel Avoids the Rebound Trap

We don’t just talk “sustainable.” We live it. Stitch by stitch.

  • No new fabric. Every material we use is rescued, salvaged, or donated, saved from landfill.

  • No mass production. Each piece is made slowly and thoughtfully, reducing carbon emissions.

  • Patchwork with purpose. Need extra length? We stitch rescued scraps together. Every seam tells a story.

  • Made-to-measure. No warehouses, no waste, just garments tailored to the dog who’ll wear them.

  • Extend life, don’t create new. Upcycling and repairing keeps fabric in use without the energy, water, and chemicals of reprocessing.


Flay lay of 6 Apawrel Dog Hoodies in bright colours
Flat Lay of Apawrel Dog Hoodies

What Apawrel Believes

At Apawrel, we sniff out forgotten fabrics; damaged, discarded, destined for landfill; and give them a new leash on life.


We don’t need to make new fabric when the world is already overflowing with it.

Every coat, every toy, every accessory has a history, and a future with your pup.


What You Can Do

Want to make more sustainable choices for your pup (and the planet)? Here’s how:


✅ Buy less, but better. Choose quality, not quantity, especially from brands that reuse materials.

♻️ Shop secondhand or upcycled. Op shops, vintage markets, and upcycled petwear are goldmines.

🧵 Repair before replacing. A patch or stitch can add years to your dog’s favourite coat or bed.

🐾 Support slow fashion. Look for brands that make-to-order or use rescued materials.

🎁 Get creative. Turn old blankets, jackets, or jeans into DIY dog gear.


Final Thoughts

Next time you see a “green collection” made with shiny new recycled fabric, remember:

The most sustainable choice isn’t new, it’s already in your wardrobe, your op shop, or waiting to be rescued.

The science backs it up. Apawrel’s approach isn’t just different. It’s necessary.

By taking the dog path less travelled, we’re proving that fashion for pets can be planet-first, paw-some, and purposeful.



🐾 Team Apawrel




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