BUILDING A FASHION BRAND BASED ON SUSTAINABLE DEVELOPMENT PRINCIPLES

Abstract

The article examines the theoretical and practical foundations of building a fashion brand on the principles of sustainable development. It analyzes contemporary approaches to sustainable branding, including the concepts of slow fashion, the circular economy, and international environmental certification standards. The study summarizes behavioral factors that influence consumer loyalty to sustainable brands and identifies the key barriers to implementing sustainable practices in the fashion industry. Particular attention is paid to the characteristics of textile materials in terms of their environmental impact and recyclability. A comparative analysis of the recyclability of major fiber groups is presented, and design principles for sustainable garments are systematized, including modularity, repairability, zero-waste design, mono-materiality, and durability. Based on these principles, a men’s clothing collection was developed, demonstrating the practical application of eco-design solutions. The results show that integrating eco-friendly materials, responsible technologies, and carefully considered construction can improve functionality, reduce resource intensity, and extend the product life cycle. The study highlights the necessity of a holistic approach to sustainable branding that encompasses not only the product and materials, but also communication, production processes, consumer behavior, and business models.