Leadership

  Using Fashion to Drive Sustainability and Consumer Awareness

Background

Throughout my time at the University of South Carolina, I have developed a deep understanding of the dynamic relationship between fashion, business, and consumer behavior. Through a combination of academic coursework, hands-on experiences, and industry exposure, I’ve gained valuable insight into how purchasing decisions are influenced by trends, marketing strategies, and cultural values. These learnings have not only sharpened my analytical and creative skills but also shaped the way I view one of the most pressing challenges facing the fashion industry today: sustainability.

As I’ve studied the complexities of global supply chains and merchandising strategies, I’ve become increasingly aware of the urgent need for more ethical and environmentally responsible practices. From the sourcing of raw materials to the final point of sale, each step in the production process presents opportunities to make more thoughtful, conscious choices. This has fueled my interest in exploring how brands can better communicate their sustainability efforts and how consumers can be empowered to make more informed, mindful purchases.

Ultimately, I believe the future of fashion depends on bridging the gap between style and sustainability. In a growing market like Columbia, South Carolina, where community values are important, there’s a unique opportunity to promote responsible fashion at a regional level. By fostering transparency, encouraging innovation, and promoting education around ethical sourcing and sustainable production, we can inspire more conscious consumer behavior right here at home. My goal is to contribute to this movement by helping brands in Columbia align their business goals with values that support both people and the planet.

Importance of the Issue

In Columbia, South Carolina, the fast fashion industry has a stronghold, particularly among University of South Carolina students. With a high demand for affordable, trendy clothing that aligns with ever-changing social media trends, many students turn to fast fashion giants for quick wardrobe updates. Retailers like Forever 21, H&M, and online brands such as SHEIN and Fashion Nova are popular among the student population due to their low prices and fast shipping. However, this convenience comes at a cost—these items are often poorly made, worn only a few times, and quickly discarded, contributing to growing waste and perpetuating unethical labor practices far removed from view.

Despite rising awareness around sustainability, many Columbia retailers have yet to fully address the environmental impact of fast fashion or offer alternatives that align with more conscious consumer values. Few stores highlight ethically sourced collections, promote garment recycling, or engage with the community on sustainability education. At a university filled with emerging leaders and creative minds, there’s a growing interest in doing better—but limited options make it difficult for students to make informed, responsible fashion choices. By increasing transparency and offering accessible, stylish alternatives, retailers in Columbia have a real opportunity to lead the charge toward a more sustainable future—starting with the choices they provide to students on and off campus.

Goal

To spark a culture shift among University of South Carolina students by promoting more mindful fashion habits and increasing awareness around sustainable alternatives. As a college student myself, I believe real change starts with education and accessibility, so I aim to create a platform, whether through campus events, social media, or partnerships with local boutiques, that highlights ethical brands, thrifted finds, and tips for building a conscious wardrobe. By starting small and meeting students where they are, I hope to make sustainability feel less intimidating and more achievable, ultimately encouraging my peers to think twice about their purchases and support businesses that align with responsible values.

Recommendation

To address this issue, I propose the creation of a student-led sustainable fashion organization right on campus known as “Sustainably Styled”. The group would host monthly events such as clothing swaps, DIY repair workshops, thrift styling competitions and guest speaker panes featuring local ethical brand owners or sustainability advocates. 

In addition, the organization could partner with local boutiques, thrift stores and consignment shops in Columbia to offer exclusive student discounts or “sustainability spotlight” features that introduce students to responsible shopping options in their community. By creating consistent, engaging opportunities for students to interact with sustainable fashion in a fun and accessible way, this initiative could make long-term behavior change more realistic, and build a strong foundation for Columbia’s own sustainable fashion movement.

While there are other fashion-related clubs and organizations on campus, none of them are solely dedicated to promoting sustainability in the fashion industry. Sustainably Styled would focus exclusively on driving sustainable fashion efforts in Columbia, creating a dedicated space for students to engage with and support ethical fashion practices. By partnering with existing groups like the Fashion Board and National Retail Federation we can amplify our reach and raise awareness among a broader student audience, encouraging more students to embrace sustainability as a core value in their fashion choices.

Implementation Plan

The proposed framework would include the following steps:

Step 1: Build a Core Team and Establish Campus Partnerships

• Recruit a small team of passionate students from different majors such as fashion merchandising, environmental studies, marketing, etc. to form the founding members of the club.

• Collaborate with relevant campus organizations like the Retail Student Advisory Board, Fashion Board at USC, and the Leadership and Service Center to gain institutional support and access to resources such as funding, event space, and promotion channels.

• Create a clear mission statement and brand identity (logo, social handles, etc.) to establish credibility and generate interest. 

Step 2: Launch with a Kickoff Event to Build Awareness

• Host an interactive launch event such as a “Campus Closet Swap” or a “Thrift & Tell” styling competition featuring curated pieces from local thrift stores. Include educational booths, giveaways, and a short presentation about the purpose of Sustainably Styled. 

• Collaborate with local vendors or sustainable brands for sponsorships or pop-up tables. 

• Use the event to collect emails, recruit members, and promote upcoming initiatives, creating a buzz around sustainable fashion as something fun, inclusive, and on-trend.

Step 3: Sustain Engagement Through Monthly Programs and Digital Content

• Maintain momentum by offering consistent monthly events, such as clothing repair workshops, brand spotlights, or eco-conscious fashion challenges. 

•  Active social media accounts on all platforms (Instagram, TikTok, Facebook, etc.) that share styling tips, sustainable brand reviews, and behind-the-scenes looks at student wardrobes. 

• Create a newsletter and launch a resale Instagram page where students can buy, sell, or trade clothing. 

Evaluation

Track Engagement and Participation Metrics

Regularly track event attendance, social media engagement (likes, shares, comments, followers), and email list growth to measure how many students are interacting with the organization’s initiatives. For example, monitor the turnout for key events like clothing swaps or workshops, and measure the success of digital campaigns (such as Instagram challenges or sustainable fashion tips). This data will give insight into which initiatives resonate most with students and how the coalition's reach is expanding.

Collect Feedback and Conduct Surveys

Implement periodic surveys and feedback forms to assess student satisfaction and gather insights on what’s working and what could be improved. After each event or program, ask participants about their experience, whether they felt more informed about sustainable fashion, and if they would participate in future events. Additionally, conducting an annual survey to understand broader attitudes about sustainability on campus will provide valuable data on how the organization has impacted students' shopping habits and awareness.

Final Thoughts and End of Year Goals for Sustainably Styled

As I look ahead to the first year of Sustainably Styled, my focus will be on building a strong foundation for sustainable fashion on campus and creating meaningful impact within the Columbia community. Our goal is to not only raise awareness about the environmental and social issues within the fashion industry but also provide accessible, engaging, and empowering solutions for students. By the end of the year, we aim to have established a recognized presence on campus and set the stage for continued growth and collaboration in the years to come.

End of Year Goals:

• Increase Membership: Grow our membership base by 30% through campus events, social media outreach, and word-of-mouth engagement.

• Host 4 Key Events: Successfully host at least four signature events (e.g., clothing swaps, sustainable fashion workshops, eco-fashion panels, etc.) that attract a diverse group of students and local community members.

• Form 3 Strategic Partnerships: Partner with at least three local businesses, organizations, or influencers to raise awareness of sustainable fashion and create collaborative opportunities.

• Measure Impact: Collect feedback and data from at least 100 students through surveys and participation metrics to evaluate our impact and refine our strategies for the following year.

• Create a Digital Platform: Launch an Instagram page and a student-run resale platform to encourage responsible fashion consumption and further engage with the student body.

These goals will help us showcase the organization's effectiveness and lay the groundwork for expanding our influence in the Columbia community.

"Sustainably Styled" logo examples