Stop Saying Consumers Won't Pay for Sustainability and Build Brands People Legitimately Love and Clothes People Actually Want to Wear🙃
If Aritzia can sell a $248 blazer and a $168 sweater, price isn’t why people don't buy sustainable fashion.
Welcome to Morning Coffee Thoughts, a column where I share what’s brewing in my mind as I sip my first cup of coffee. ☕
In today’s post:
My response to a recent Business of Fashion article and why I don’t entirely agree.
Unpacking the “green premium” and “brown discount”—and why brands like Aritzia and Revolve prove that price maaaay not be the real barrier for sustainable fashion.
Actionable strategies to building an Aritzia-level brand experience without a massive marketing budget.
How Trump’s presidency and political shifts will reshape industry dynamics and consumer priorities.
Nothing like a trip to the ER to remind you you’re not as young and spry as you used to be, ha! It feels like it’s been ages since I’ve popped up in your inbox, but I’m happy to report I’m on the mend with a coffee in hand, and am excited to dive into today’s Morning Coffee Thoughts.
So…Trump is headed back to the White House. 🙃
Rachel Cernasky from Vogue Business asked how I’m feeling, if I’m wrestling with that 'What’s the point? Why bother?' feeling, and whether I plan to pivot my work in the face of Trump 2.0.
I’ll share what I shared on LinkedIn:
→ Click here to read what other sustainability professionals said.
Why Consumers Will Pay $248 for an Aritzia Blazer but Say Sustainable Fashion is Too Expensive
Earlier this week, I read an article in Business of Fashion by Kenneth Pucker about the challenges sustainable fashion brands face because of the “green premium” and “brown discount.”
The "green premium" refers to the additional costs involved in producing eco-friendly products. Sustainable practices—like using organic or recycled materials, paying fair wages, and minimizing environmental impact—are more expensive, which increases the retail price for consumers. This means that shoppers often encounter a “green premium” when choosing sustainable options, which is often a dealbreaker for shoppers.
To be clear: I’m not talking about people who genuinely can’t afford sustainable options. This conversation is about consumers who are able to buy from more expensive brands and retailers—yet hesitate to invest in sustainable alternatives.
The "brown discount" is the cost advantage that less sustainable brands benefit from by avoiding these practices. Brands that use cheaper, more polluting materials (like polyester) and bypass fair labor and environmental standards operate at a lower expense. This means they can sell their products at cheaper prices, which allows them to undercut more sustainable competitors.
Pucker argues that, despite rising consumer interest in sustainability, these cost disparities make it challenging for sustainable brands to compete. He suggests that without regulatory changes or breakthrough innovations to reduce costs, the industry will struggle to meet its sustainability goals.