For all its promise, the phrase “sustainable fashion” is often misunderstood, misused, and reduced to a marketing checkbox. At COPALA, sustainability isn't a label we wear. It is more like a quiet rebellion against wastefulness, of creating fewer things that matter more.

If you’ve hesitated to invest in sustainable clothing, it may be because of certain myths holding you back. You might be surprised that some myths keep you from investing in better choices. But what if those myths aren’t true? Let’s break them down together.

Myth 1: Sustainable Fashion Is Always Expensive

It’s an easy assumption: if something is ethical, well-made, and built to last, it must come with a triple-digit price tag. But here’s the paradox: the most costly wardrobe is often the one full of cheap decisions.

Fast fashion thrives on disposability. The seams split, the colors fade, and by the end of a season—if not sooner—you’re buying the same piece all over again. Sustainable garments, by contrast, are designed with staying power. A well-constructed jacket that endures for years isn’t expensive; it’s a recalibration of value.

At COPALA, we build with intention. Our pieces are crafted to be worn, reworn, and lived in. Not because it’s trendy to do so, but because it’s wasteful not to.

Myth 2: Sustainable Clothing Lacks Style

There’s a belief that eco-conscious dressing looks... recycled. Scratchy fabrics, beige everything, silhouettes that sacrifice design in the name of doing good. And while minimalism has its merits, sustainability has no dress code.

In truth, some of the most compelling design work today is happening within the slow fashion movement, where creativity is not rushed and aesthetics are elevated through durability.

Our Phoenix Duster, for instance, doesn’t scream its principles. It doesn’t need to. With its flowing cut, elemental color palette, and relaxed structure, it speaks to the kind of person who doesn’t need loud clothes to feel seen. 

Myth 3: Sustainability Is Just a Trend

The word “sustainability” might feel recent, but the practice isn’t. Long before mass production and microseasons, people wore what they owned and mended, swapped, and inherited. It wasn’t a movement. It was life.

What’s changed isn’t the idea, it’s the urgency. Climate change, overproduction, and a culture of convenience have turned what used to be common sense into a radical act.

Sustainability isn’t trending. It’s returning. And for those of us designing with the future in mind, it’s more about the memory of a time when clothing held weight, when craftsmanship was currency.

How to Spot Greenwashing in Fashion

As more brands adopt the language of sustainability, it’s become harder to know who’s walking the walk. “Eco-friendly.” “Natural.” “Conscious.” These words are printed on tags, but rarely backed up with substance.

So how do you know what’s real?

Ask questions:

• Where was it made—and by whom?
  

• What’s the supply chain transparency like?
  

• Are the materials traceable?
  

• Is the brand producing in small quantities or pushing volume disguised as virtue?
  
  

But we don’t rely on slogans. We let the materials, the craftsmanship, and the pace of production speak for themselves. We make fewer pieces because fewer are needed when they're made right.

Final Thought: Purpose Over Perfection

The goal isn’t to overhaul your closet overnight or never buy anything new again. It’s about making fewer, better choices. Choosing clothes that earn their place in your life, not just your wardrobe.

Sustainability doesn’t need to be loud, flashy, or flawless. It just needs to be honest. We believe that clothing can be a quiet revolution, worn by those who move with intention, explore with purpose, and dress like they mean it.