The fashion industry’s environmental footprint is finally in the spotlight. Responsible for an estimated 6–8% of global emissions — more than aviation and shipping combined — and generating 92 million tonnes of textile waste annually, the sector’s business-as-usual model is increasingly under scrutiny.

As Net Zero deadlines approach, companies are prioritising nature-positive materials and circular supply chains to decarbonise and reduce risk. At the same time, consumer behaviour is shifting. Surveys show 73% of global consumers want to reduce their environmental impact through clothing choices, putting pressure on brands to deliver sustainable solutions without compromising on style.

France is leading this shift, recently becoming the first country to formally challenge ultra-fast fashion. But brands and innovators across Europe and the U.S. aren’t waiting for regulation to act. They’re turning to new, nature-aligned practices to meet climate goals, strengthen supply chain resilience, and respond to changing consumer demand. Let’s see how.

France takes the lead on fast fashion reform

In June 2025, France passed landmark legislation to curb the impact of high-volume, low-cost fashion platforms such as Shein and Temu. The measures introduce eco-taxes on garments with poor environmental performance, ban certain advertising tactics, and mandate transparent impact scoring for all products.

The taxes will begin at €5 per item and rise to €10 by 2030, with revenues funnelled into textile repair programmes and circular economy innovation. While larger mass-market retailers are exempt for now, the signal is clear: environmental accountability is coming for fashion.

This regulatory action mirrors growing public concern. Consumers are increasingly aware of fashion’s climate toll and are looking for alternatives that combine style with sustainability. For brands, aligning with these values is not just about reputational benefit; it’s fast becoming essential to long-term resilience.

A new spin on luxury materials

U.S. startup Everbloom is showing how material innovation can turn waste into opportunity. The company has created a plant-based fibre made from pre-consumer textile waste that mimics the softness of cashmere, without the associated ecological damage.

Traditional cashmere production is linked to overgrazing and land degradation in Mongolia, threatening biodiversity and soil health. By contrast, Everbloom’s fibre can be processed on existing spinning and weaving machinery, making it both scalable and circular. Backed by $10 million in seed funding and supported by luxury suppliers like Biagioli Modesto (whose clients include Prada), Everbloom is poised to redefine sustainable luxury.

Europe’s designers lead a local, regenerative revival

Across Europe, a new generation of fashion brands is embracing nature-aligned materials and practices. In Germany, some are combining heritage textile techniques with regenerative crops like hemp and nettle, using local dyes and low-waste production to minimise impact.

In the UK, others are sourcing wool from regenerative farms and experimenting with “rewilded leather,” sustainably sourced hides from animals raised on biodiversity-positive land. These approaches not only cut emissions and water use but also strengthen rural economies and enhance traceability, values increasingly important to ethically minded consumers.

Rethinking risk and resilience in fashion

The shift to nature-positive fashion isn’t just an environmental win; it’s a business strategy. As climate shocks and resource constraints grow more acute, brands that invest in regenerative materials and local supply chains are likely to be more resilient. They’ll also be better equipped to meet emerging regulatory demands and consumer expectations.

France’s legislation could be a blueprint for future policy across the EU and beyond. But as the examples above show, companies don’t need to wait for new rules to start building sustainability into their sourcing and product design.

At Earth Blox, we help fashion companies monitor nature-related risk across their supply chains, from cotton fields to grazing lands and beyond. Our nature and climate insights support smarter sourcing, clearer reporting, and stronger sustainability strategies. Contact us to learn more.