industry spotlight

Sustainable Fashion

Dip into the sustainable fashion industry—where style meets sustainability to transform how we buy clothes.

Building an eco-friendly future of fashion

Recent sustainable fashion statistics reveal a global shift towards eco-friendly practices. First, there’s an increasing customer demand for sustainability and greater brand transparency. Second, new eco-design legislation has been lately approved. Sustainable fashion investors have also joined the party, recognizing the long-term market potential and cutting big checks to well-positioned sustainable brands.

Why it matters:

Such a shift has opened many doors for startups to break into this growing market:

  • Developing innovative materials
  • Offering circular economy solutions
  • Building sustainable fashion tech companies—leveraging AI, ML, blockchain

Between the lines:

There are lots of potential challenges along with the profitable opportunities. Prepare to tackle them beforehand.

We’ve worked with numerous sustainable fashion startups and mastered creating businesses that captivate investors

Secured in investments
Ventures assisted
Fields scrutinized

What we do:

We provide fundraising assistance, manage M&A deals, and deliver solid market plans and persuasive pitch decks.

Go deeper:

Explore our sustainable fashion market research to find useful insights on funding, market potential, and challenges.

3x growth
The sustainable fashion market will triple by 2032.


Customers prioritize sustainability while purchasing clothes.

Fueled by changing consumer preferences, a legal shift, and tech advancements
5.6x growth

Of sustainable fashion products compared to conventional ones.


Fashion executives advocate for tech integration to speed up sustainability.


Consumers avoid brands lacking transparency.


n 2023, sustainable fashion investment reached $16.5M

With key verticals funded:

  • Sustainable materials
  • Circular economy models
  • Waste reduction technologies
  • E-commerce platforms

Top sustainable fashion investors

Write to us to know more

Obstacles startups should overcome

Check out the potential risks faced by startups with details and possible solutions.

Raising funds:

Immediate profit margin isn’t immanent to the sustainable fashion industry as it prioritizes the environment and ethics. This challenges startups in competing for investment against larger companies. As most sustainable fashion VCs seek higher returns.

Why it matters:

Lack of funding can:

  • Hinder growth
  • Limit marketing efforts
  • Restrict startup’s ability to innovate and scale

What it takes:

  • Build a strong investment story alongside financial projections
  • Create a well-defined GTM strategy
  • Show what differentiates your solution from competitors
  • Demonstrate traction
  • Follow industry trends and demonstrate scalability

Sourcing sustainable materials:

It’s hard to find reliable suppliers of eco-friendly materials, especially for startups with limited networks. Moreover, sustainable materials are usually more expensive than conventional ones.

Why it matters

Limited material availability can:

  • Hinder production
  • Make founders compromise on sustainability
  • Challenge offering competitive prices

What it takes:

  • Collaborate with other brands to negotiate better deals with suppliers
  • Seek innovative material options (organic alternatives or recycled fiber)
  • Cooperate with ethical manufactures

High production costs:

Smaller production runs, eco-friendly materials, and specialized labor are key to sustainable fashion innovation. The bad news is that this usually increases production costs.

Why it matters:

Higher costs can:

  • Make it hard to scale production
  • Limit market reach
  • Hinder turning a profit

What it takes:

  • Build a loyal customer base
  • Explore innovative production methods that can streamline processes and reduce waste
  • Network with sustainable luxury fashion brands to share resources

Consumer hesitance:

Consumers must understand the value proposition of sustainable fashion products to justify their cost. Moreover, the risk of competitors’ “greenwashing” complicates differentiation for truly sustainable brands.

Why it matters:

Low consumer awareness hinders:

  • Sales
  • Market positioning

What it takes:

  • Build brand transparency
  • Educate customers on the social and environmental impact of their clothing choices
  • Develop effective marketing strategies to showcase your ethical production methods
  • Collaborate with influencers who advocate for sustainable fashion trends


What is sustainable fashion, and why does it matter?

Sustainable fashion involves creating clothes by leveraging eco-friendly and ethical methods. It reduces environmental damage and ensures fair labor.

What is the difference between fast fashion and sustainable fashion?

Fast fashion is about cheap, trendy clothes, often at an ethical or environmental cost, while sustainable fashion is about eco-friendly practices, aiming for minimal harm.

How technology is shaping the future of sustainable fashion?

Technology drives sustainable fashion innovation, improving material recycling, enhancing supply chain transparency, and enabling eco-friendly production.

How attractive is the industry to potential sustainable fashion investors?

A growing market and a rising demand for eco-friendly materials make the sector highly attractive for sustainable fashion VCs.

If you are a sustainable fashion startup, how easy is it to raise funding today?

It’s moderately challenging, given the current market sentiment. If your business plan, GTM strategy, and financial model are ready, focus on your deck. It’s a key to your successful fundraising journey.

How long does it take to create a pitch deck and financial model for a sustainable fashion startup?

Our team usually needs two to three weeks to finish all the documentation. However, sometimes the time frames may stretch up to one month in case our experts have a lot on their plate or the project is challenging. For more details, please contact us.

What are the key mistakes sustainable fashion startups make in their pitch decks?

Most decks don’t tell a story. A comprehensive investment narrative matters a lot for startup decks as they pitch to VCs and angels who are more likely to cut big checks if they believe in founders. A failure to showcase traction, establish a clear market position, and build a solid competitive advantage, coupled with poor design, may avert investors from your project.

How competitive is the sustainable fashion market?

It’s an increasingly competitive market. That’s why be ready to establish a clear market position and build a robust competitive moat.

What services do you provide for investors looking to invest or already investing in sustainable fashion?

We help investment funds evaluate sustainable fashion projects through comprehensive due diligence, ensuring they back profitable initiatives. Additionally, we roll out full-fledged fundraising support for our partner fund’s associated companies.

Do you provide sustainable fashion M&A support?

Yes, we do! We provide sustainable fashion M&A assistance by searching for promising deals, evaluating them, and guaranteeing successful partnerships after the deal is finished.

Do you make intros to sustainable fashion VCs?

We help you reach sustainable fashion VCs if your project matches their requirements, such as round size and product. Our comprehensive investor relations package covers investor networking, preparation for initial meetings, and maintaining communication post-deal.

Do you have available data or research to purchase on the sustainable fashion market?

Yes, we do! Our sustainable fashion research includes industry reports, competition analysis, etc. We use only reliable data sources to collect the most relevant information for you, such as sustainable fashion trends, challenges, and competitive dynamics.

Which growth stage of companies have you worked with in the past?

We provide growth and fundraising support for the sector newcomers, from Pre-Seed through Series C and beyond.

Start your growth journey with us

Stepping into a sustainable fashion landscape? We know the way. From end-to-end fundraising support to outsourced M&A guidance and growth blueprinting, Waveup will help you accelerate your journey to success. Drop us your email, and let's talk!

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