Fashion sustainability is struggling to stay afloat due to its lack of affordability.

Fashion sustainability is struggling to stay afloat due to its lack of affordability. Although the concept of the fashion industry going green is appealing in theory, it seems as though it isn’t quite as easy to execute in practice. Material companies—such as Mylo, which produces a mushroom-based leather alternative—are struggling to maintain deals with big fashion brands including Adidas, Stella McCartney, and Balenciaga due to their inability to meet a certain business threshold. This threshold is known as “the three Ps:” price, performance, and planet (sustainability effects). A partner at investment firm Material Impact and CMO of material innovation company Gen Phoenix explains that “Startups often struggle with hitting those requirements, and so may [only] develop a lab-scale or limited run of production.” And YPulse’s Cause Conundrum trend report shows that although most Gen Z and Millennials agree with buying sustainably, they struggle to keep their purchasing habits consistent due to the cost. (Glossy)