Sustainable fashion finds a new home in Southeast Asia

Southeast Asia, long known as a fast-fashion manufacturing hub, is pivoting from volume to values. Singapore is leveraging its luxury market to drive eco-innovation, while Thailand’s independent brands are transforming local crafts into modern slow fashion. Thai Cyclopaedia reported in 2024 that the global textile industry generates up to 10% of global carbon emissions and 20% of wastewater. As the environmental toll of global fashion becomes impossible to ignore, “customers now ask where and how their clothes are made,” Allie Cameron, founder of sustainable underwear brand Hara, tells Jing Daily. Once considered the backend of the fashion industry, Southeast Asia is now stepping into the spotlight — showing the rest of the world what an ethical, scalable, and stylish fashion future could look like. Singaporeans equate sustainability with luxury Singapore has never been a volume producer in the global fashion economy. Instead, the city-state has carved out a reputation as a regional hub for luxury, innovation, and design-forward thinking. This positioning means luxury in Singapore is increasingly defined by ethics rather than excess. The Singaporean government and industry bodies are actively shaping a greener fashion ecosystem. The Singapore Fashion Council, for instance, aims to make the island a “regional capital for innovative solutions” in sustainable fashion. Flagship initiatives like the Fashion Sustainability Programme and the ambitious Zero Fashion Waste Initiative are bringing stakeholders together to rethink everything from materials to end-of-life recycling. In 2023, the National Environment Agency for Singapore reported that the country produced 211,000 tonnes of textile and leather waste, but only 2% was recycled. The overall fashion industry in the country is growing, with projections reaching $2.5 billion by 2027. In one of Asia’s wealthiest cities, 60% of Singaporeans now prefer to buy sustainable brands. “It’s especially encouraging to see younger consumers leading that charge. They value honesty and ethics just as much as aesthetics,” says Kimberley Tan, founder of The Mori Club, a sustainable loungewear label founded in Singapore. Thailand’s textiles revival Meanwhile, Thailand boasts a rich textile legacy, ranging from handwoven silks to industrial garment exports — two sectors now competing for prominence. Across the country, local brands are rediscovering ancient weaving techniques, hand-dyeing processes, and region-specific fabrics such as mudmee silk and kapok cotton. Emerging labels like Folkcharm, Sasi Knits, and Mae Teeta are working directly with village-based artisans to co-create collections that prioritize craft, natural materials, and small-batch production. Rather than outsourcing to large factories, these brands are embedding themselves within local communities, reviving crafts at risk of disappearing, and ensuring artisans are paid fair wages. “The return to traditional techniques like indigo dyeing and natural fibers aligns with sustainable values,” says Cameron. A study of millennials in Bangkok found that personal norms, environmental knowledge, and perceived government policies positively influence attitudes towards circular fashion products. Notably, these attitudes directly influence their intention to purchase. These findings “have encouraged brands to start exploring the ‘what ifs’ in sustainable production,” says Tan. “What if we made less but better? What if we worked directly with our producers?” The slow fashion model Once considered a niche or noble hobby, slow fashion is now making a compelling business case across Asia. A 2024 Global Data survey revealed that South Korea and Singapore lead the world in willingness to pay a premium for sustainable fashion, with the global resale market expected to grow 56.1% from 2023 to 2027. Similarly, a 2025 survey by Statista targeting affluent consumers in Asia found that around 3% of respondents are willing to pay over 25% extra for luxury products made sustainably. Alongside rising demand for sustainability is a growing expectation for transparency. Social media and digital platforms have placed brands increasingly under the microscope. Those that share honest, responsible production stories can earn not only attention but also lasting consumer loyalty. “It takes time and clear communication. We work with factories willing to try new methods, like using low-impact dyes or reducing fabric waste,” says Cameron. With shoppers increasingly intolerant of murky supply chains or labor abuses, brands like Shein and Zara have been called out online for greenwashing or poor factory conditions. TikTok videos against Shein have sparked millions of views and prompted a wave of criticism online, leading to hashtags like #BoycottShein trending globally. Competing on creativity over costs By contrast, Southeast Asian slow fashion brands often start with transparency as a core principle — sharing behind-the-scenes looks at their workshops, introducing the seamstresses or weavers by name, and disclosing costs and sourcing. “The reality is that fast fashion exists because of accessibility — it offers affordability, speed, and variety — and that shouldn't be dismissed. But what we [as a sustainable brand] can offer is a deeper connection with our product, our process, and our people,” says Tan. In the global market, “Made in Bangladesh” or “Made in China” has often been synonymous with mass production. But Southeast Asia is carving out a distinct identity. Rather than trying to undercut on cost, many regional brands are competing through design creativity and ethics. “There’s been a noticeable improvement in craftsmanship and manufacturing capabilities across Southeast Asia, which makes it possible for small brands to build fairer, more transparent supply chains without compromising quality,” notes Tan. Producing in limited quantities allows brands to stay closely involved in all aspects of production, from sourcing materials and overseeing finishing touches to creatively repurposing off-cuts into smaller goods. That could mean turning a sarong into a scrunchie or transforming bamboo underwear fabric into headbands. The success of these brands lies not only in their ability to tap into regional pride but also in their commitment to meaningful values. Globally, buyers weary of generic fast fashion are seeking out pieces with a sense of place and purpose — something Southeast Asia’s slow fashion movement provides in spades. Can Southeast Asia lead ethical fashion? All signs suggest that Southeast Asia is on track to become a global leader in sustainable fashion — perhaps even a benchmark for how to do it right. The Asia-Pacific region already accounts for 33% of the world’s ethical fashion market, the largest share of any region. Market forecasts by GMI indicate the sustainable apparel market in Asia will nearly triple over the next decade, growing from about $3.9 billion in 2025 to $9.4 billion by 2034. And Southeast Asian countries are poised to capture a big slice of that pie. “We have the creative talent, the production capabilities, and, increasingly, the consumer base to lead the way in thoughtful, regional fashion,” Tan explains. Culturally, many of these countries have rich histories of craftsmanship and a respect for nature woven into their traditions — fertile ground for a sustainability movement that feels authentic rather than imported. “Brands need to build strong relationships with their suppliers and focus on long-term impact, not short-term gain. Collaboration and transparency will be key,” adds Cameron. Southeast Asia’s manufacturing know-how and deep cultural roots may be exactly what the global fashion industry needs to truly transform.

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Sustainable fashion finds a new home in Southeast Asia