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It’s widely known by now that the fashion industry is a major contributor to waste, overproduction, overconsumption and pollution and that past voluntary sustainability efforts have fallen short. Which is why the European Union (EU) wants to change that with their new law, the Ecodesign for Sustainable Products Regulation (ESPR), one of the most ambitious sustainability laws to globally hit fashion to date.
It’s forcing brands to rethink everything, from how they produce clothing and accessories to how they manage their unsold stock. By banning the destruction of unsold goods, imposing repairability and recyclability and requiring Product Passports, the EU aims to make sustainability a legal requirement, not a marketing choice.
More than a trend, it’s a regulation with consequences that will set the tone for where the industry is heading. Here is what it means for fashion brands, us the consumers and the future of sustainability in this space.
Why This Law Matters
Unfortunately, for years, sustainability in fashion has been more about brand messaging than meaningful change.
What makes this so different is that it’s legally binding. Fashion brands selling in the EU, and those who want EU customers, will now have to meet strict product design, durability, and transparency constraints.
Key Shifts:
No more destroying unsold clothes as brands will need to resell, donate, or recycle excess inventory.
Clothes will need to be made to last requiring minimum durability, repairability, and recyclability standards.
Consumers will be able to scan a QR code and see exactly where a garment was made, its materials, and its sustainability profile.
Crackdown on greenwashing as brands cannot use sustainability claims without real, verifiable proof.
For consumers, this could mean more transparency and better-quality products. For fashion brands, it signals that the days of mass production with no accountability may be numbered. We’ve all seen those images or reports of discarded and sometimes unsold stock washing up on the beaches of countries like Kenya, Ghana, Tanzania, Nigeria, and Uganda, where secondhand clothing markets are overwhelmed by waste.
What This Means for Fashion Brands
Fashion brands, especially those operating at scale, will need to rethink supply chains, materials, and how they manage their waste.
Fashion brands, especially those operating at scale, will need to rethink supply chains, materials, and how they manage their waste.
In the UK, a recently published report from WRAP (a UK-based climate action NGO) found that over 60% of secondhand clothing purchases replaced the need to buy something new. While this is UK-specific, it shows the broader potential of resale and repair models when supported at scale.
With design requirements prioritizing repairability and recyclability, brands will need to invest in resale, rental, and take-back schemes. Those who move early will be best positioned for long-term success.
For the luxury fashion sector, this aligns with existing values of craftsmanship and longevity. For mass-market brands, it presents an opportunity to shift toward higher-quality, lower-volume production.
What Consumers Can Expect
This shift will hopefully push a new mindset around consumption and presents an opportunity to build a more responsible, informed fashion culture. Something I would love to see!
So, what does this mean when you shop for clothes?
Better quality, longer lasting garments.
More transparency on materials and sourcing backed by real data.
Expect more secondhand and brand-led circular projects.
Potential price adjustments as higher sustainability standards can increase costs, but they also mean better long-term value.
The Bigger Picture
ESPR is part of a broader movement toward regulatory-backed sustainability in fashion. Similar policies could soon follow in other major markets, accelerating the shift toward circularity and transparency worldwide.
For brands, adapting is about compliance and staying relevant in a changing landscape. And for consumers, this means greater access to quality, ethically produced fashion that aligns with both style and sustainability.
A Defining Moment for Fashion INDUSTRY
All this to say, regulation is finally catching up with fashion’s sustainability promises.ESPR will be a clear push toward a more responsible industry. The brands that embrace this shift proactively, rather than resisting it, will be the ones shaping fashion’s next chapter. Brands like Stella McCartney and Ganni, which have long embraced this way of producing, are already way ahead of the game.
What do you think? Will these new rules lead to real change, or will brands find ways around them?
Join the conversation, share in the comments!
You might also like this earlier post: GREEN IS THE NEW BLACK: SUSTAINABLE AND CIRCULAR TEXTILES