Fast fashion is being dethroned by sustainable fashion in South Korea

As the world gradually sheds the “polluted cloak” left behind by fast fashion, South Korea has made a rapid breakthrough. In 2024 alone, the country’s sustainable fashion market reached more than 1.3 billion USD, driven by a series of innovations from bio-based fibers that make use of agricultural waste to CO₂ dyeing technology that does not consume a single drop of water.

Could these pioneering models become an inspiration for Vietnam on its journey toward Net Zero 2050?

1. Sustainable fashion an irreversible trend in South Korea

1.1 What is sustainable fashion?

The concept of sustainable fashion also known as eco fashion is not merely a passing trend; it is a new approach reshaping the global apparel industry.

At New York Fashion Week (NYFW) 2023, 35 out of 71 brands actively incorporated sustainability into their collections clear evidence that “greening” fashion is no longer a casual choice but an inevitable direction.

So, what exactly is sustainable fashion? First, it refers to the use of environmentally friendly materials from organic natural fibers and recycled fabrics to biodegradable materials. But sustainability does not stop at materials. It also encompasses the production process: saving energy, minimizing waste, reducing toxic wastewater, and applying technology that helps cut carbon emissions.

Areas of negative impact of the textile industry (Source Internet)

More importantly, sustainability in fashion is closely tied to social responsibility. This means ensuring fair, safe, and humane working conditions for workers a factor that is increasingly important to consumers. Sustainable brands are usually more transparent about the supply chain, from fiber production and garment making to product distribution.

The ultimate goal of sustainable fashion is not only to create green clothes but also to achieve a balance between the environment, society, and product quality. When consumers choose sustainable products, they are not just buying an item; they are contributing to a positive change for the entire industry.

1.2 The rise of sustainable fashion and the decline of fast fashion in South Korea

For many years, the Korean fashion industry has stood out for its dynamism, its ability to quickly catch trends, and its diverse styles from puffed sleeves and pleated skirts to bomber jackets.

However, alongside creativity, the market is witnessing a major shift: the strong rise of sustainable fashion, alongside the slowdown of fast fashion.

According to estimates, the size of the South Korean sustainable fashion market reached 1.11 billion USD in 2023 and increased to  1.35 billion USD in 2024 . With a compound annual growth rate (CAGR) of about 12.68 percent for the period 2025–2035, this market is expected to hit 5.02 billion USD by 2035.

These figures show that sustainable fashion has moved beyond a niche and has become a key economic driver, opening up major investment opportunities for both domestic and international businesses.

Growth rate of the sustainable fashion industry from 2018 to 2035 

(Source: Internet)

The main growth drivers come from two directions:

First, consumer awareness of environmental protection is rising steadily. More than 70% of South Korean consumers prioritize sustainability when shopping, and 68% actively seek fashion products made from sustainable materials, produced responsibly, and are willing to pay a premium for these features.

The K-pop wave also fuels this trend: artists such as BTS, ATEEZ, and NCT 127 frequently embed green messages in their styles and promotional campaigns, encouraging millions of fans to shift toward sustainable choices. As a result, South Korea is emerging as one of the leading markets for sustainable fashion on the global map.

Second, government policies. The country has set ambitious targets: a 40% reduction in carbon emissions by 2025 and 50% textile recycling by 2030.

To realize these commitments, the Ministry of Trade, Industry and Energy (MOTIE) has launched an investment package of 35.2 billion KRW (about 26 million USD) running until 2029, focusing on technologies such as fiber-to-fiber (F2F) polyester recycling, upcycling used clothing into new raw materials, developing biomass-based vegan leather, and chemical textile recycling.

At the same time, MOTIE supports more than 200 small and medium-sized enterprises (SMEs) in building waste-heat recovery facilities, issuing carbon-emission standards, and providing eco-design guidelines.

In addition, the legal framework was strengthened early on. A prime example is the Act on the Promotion of the Purchase of Environmentally-Friendly Products, in effect since 2005, combined with an eco-label system, green supply chain management, and eco-design regulations.

Thanks to these combined efforts from both the government and consumers, sustainable fashion in South Korea is not only growing rapidly but also setting a new challenge for businesses: to identify strategic pillars that enable a shift away from the fast fashion model, moving toward a fairer and greener future for the entire industry.

2. Pillars of Sustainable Fashion

2.1.1 Natural and Organic Materials

In South Korea’s sustainable apparel strategy, natural and organic materials play a crucial role. They not only affirm the country’s traditional cultural identity but also open the door to breakthrough innovations.

Fabrics woven from 100% natural fibers remain highly valued for their breathability, durability, moisture absorption, and especially for being free of harmful chemicals. Alongside these, natural dyeing techniques derived from plants, tree bark, or even insects are replacing synthetic dyes, reducing water pollution and ensuring safety for both wearers and the environment.

Moving beyond tradition, South Korea also stands out for pioneering materials with exceptional properties. For example, Hanji leather, produced from mulberry fibers, offers 99.9% antibacterial capability, is lightweight, breathable, water-resistant, and heat-resistant making it a sustainable alternative to both animal and synthetic leather.

Recycled coffee-ground fibers not only provide odor control and antibacterial benefits but also dry quickly, making them ideal for sportswear. Similarly, modal fibers derived from beech wood deliver a soft, cool touch and are popular in high-end products.

All of these reflect the zero-waste trend turning by-products and renewable resources into high-quality textiles that combine outstanding performance with reduced waste.

The current challenge lies in securing a stable, large-scale, and reasonably priced supply. This requires investment in sustainable cultivation, organic certification, and a transparent supply chain. Even so, the potential remains vast, especially as consumers increasingly favor products with clear origins and environmentally friendly credentials.

Vật liệu thời trang từ hữu cơ (Nguồn: Internet)

2.1.2 Recycled Materials

A key highlight is the rich variety of recycled sources: from everyday items such as nylon, paper, cardboard, plastic bottles, old clothes, and face masks, to industrial waste such as CDs, foam, and sacks.

Among these, plastic bottles are the most common material used to produce recycled polyester fibers.

Recycled plastic materials (Source: Internet)

In practice, many brands have successfully adopted these materials. For example, Uniqlo has introduced T-shirts made of 100% recycled polyester in Vietnam, with each shirt made from about 24 plastic bottles.

In South Korea, the Hyosung Group leads the way with its Regen brand one of the first recycled polyester fiber lines helping to reduce emissions, save water and energy, and position South Korea as a pioneer in large-scale recycled fiber production.

2.1.3 Bio-based and Innovative Materials

Among the new directions of sustainable fashion, bio-based materials are becoming a focal point thanks to their ability to replace fossil-based resources and significantly cut carbon emissions across the product’s entire life cycle.

There are two main pathways for developing bio-fibers:

First, biomass-derived materials using renewable resources such as corn, sugarcane, or rice husks to create biopolymers, which greatly reduce dependence on petroleum and limit greenhouse gases during production.

Second, microorganism-generated materials, for example bacterial cellulose or mycelium-based bioleather, where microbes are “programmed” to produce natural membranes that are then spun or pressed into textile materials.

This diversity of fiber creation methods not only expands application potential but also enhances the ability to close the material life cycle, fostering a circular economy.

Diagram of Biofiber Production Process from Corn or Biomass (Source: Internet)

Contrary to the common belief that innovation originates from fashion brands, in reality chemical and advanced materials corporations are the driving force. With deep R&D capabilities and the ability to manage complex polymer processes, they play a decisive role in moving biofiber from the laboratory stage to industrial-scale production.

A prime example is SK Group, a leading South Korean chemical conglomerate, with two standout solutions:

• ECOZEN: A bio-based copolyester synthesized from plant-based resources such as corn. Thanks to special polymerization technology, ECOZEN is transparent, heat-resistant, and mechanically strong. It can replace traditional plastics in packaging and also shows strong potential for fiber spinning applications.
   
• ECOTRIA: This solution focuses on chemically and mechanically recycling used PET plastics to create polyester fibers with near-virgin quality. The process cuts approximately 30% of CO₂ emissions compared with producing new polyester while maintaining both durability and the ability to be recycled again.
   

At the same time, South Korea is also accelerating the development of vegan leather, with government support for projects that produce biomass-based leather. Some startups are even experimenting with fabric production from food waste, opening new avenues for the use of renewable resources.

The diversity of these innovative materials demonstrates that South Korea is building a robust R&D ecosystem, combining multiple approaches to address environmental challenges and positioning the nation as a global hub for sustainable material innovation.

In the journey toward sustainable development, digital technology is becoming the key enabler helping South Korea’s fashion industry both green its production and increase competitiveness. The digital transformation extends beyond the design phase to manufacturing, logistics, and supply chain management. The result is improved operational efficiency, greater transparency, and enhanced traceability critical factors as global regulations grow increasingly strict.

A series of digitalization initiatives have been strongly implemented:

• AI in Design: Reduces product development time by over 80%, allowing rapid idea testing and lowering costs.

• Connected Micro Factory: A digitally connected “micro-factory” model that enables on-demand flexible production, reducing inventory and waste.

• Production Automation: With government support, more than 250 companies are expected to adopt green automation systems by 2028.

• Virtual Fashion Spaces (Meta Fashion Playgrounds): Platforms that allow digital design testing, replacing physical prototypes, reducing waste, and saving resources.

In addition, South Korea aims to train 1,000 experts in green and digital technology by 2028 to ensure a future-ready workforce for the fashion industry.

Meta Fashion Playgrounds Technology (Source: Internet)

The integration of digital technology not only helps businesses comply with international regulations but also creates a clear competitive edge: enhancing transparency, strengthening customer trust, and optimizing the supply chain toward sustainability.

2.3 Labor Ethics and Social Responsibility

While green technology addresses environmental challenges, labor ethics and social responsibility form the pillar that makes sustainable fashion truly holistic. Sustainable fashion only has real meaning when it is connected to people the farmers growing cotton, the dyeing and weaving workers, and the employees in garment factories.

This responsibility includes: fair and safe working conditions, reasonable wages and benefits, opportunities for training and career development, and commitment to international standards set by the ILO and the United Nations.

In South Korea specifically and globally these requirements are no longer a “voluntary good deed” but are becoming almost mandatory due to pressures from multiple directions:

• Consumers: Young shoppers increasingly care about the story behind each product. They are not just buying a garment but also its “values,” which is why brands accused of human-rights violations often face strong boycotts.

• International Partners: Regulations such as the EU’s Corporate Sustainability Due Diligence Directive (CSDDD) require large companies to identify, prevent, and report human-rights and environmental risks in their value chains. In South Korea, the “mHREDD” bill is being reintroduced to make human-rights and environmental oversight a legal obligation for major companies. Meanwhile, Japan has issued human-rights supply chain guidelines to encourage businesses to meet international standards.

The South Korean government has also incorporated social responsibility into its industrial development strategy, recognizing it as a key factor for maintaining global value-chain competitiveness.

Beyond policy, many Korean companies have turned social responsibility into a driver of growth:

• Continew: Creates jobs for women and older adults while supporting over 100 NGOs and building a transparent governance model that includes consumer participation.

• Hyosung: Treats ESG as a growth pillar, conducting human-rights assessments since 2021 and helping suppliers implement ESG management.

• Hansae: Focuses on workforce development with training programs and employee engagement both domestically and abroad.

These efforts show that in sustainable fashion, being “green” alone is not enough. A brand is truly sustainable only when it balances three dimensions: environment, economy, and society. In this way, community responsibility becomes not just a duty but a brand asset enhancing reputation, expanding markets, and building long-term trust with global consumers.

2.4 Product Lifecycle and Circular Economy

In sustainable fashion, design goes beyond aesthetics to consider the entire product lifecycle. The goal is to create items that are durable, reusable, recyclable, or naturally biodegradable an approach that stands in direct contrast to fast fashion, which promotes short-term consumption and rapid disposal.

A notable example is Young N Sang, whose zero-waste design collection uses creative cutting and sewing techniques to maximize material utilization and minimize textile waste.

Cradle-to-Cradle Lifecycle in Fashion (Source: Internet)

Beyond design, many Korean brands are experimenting with and implementing circular business models to extend product lifespans and reduce textile waste:

• Clothing rental for events or for customers to try new styles without additional purchases.
• Clothing swaps through events or online platforms, allowing garments to be reused instead of discarded.
• Upcycling: Transforming scrap materials or old clothes into new products of higher value.
• Repair and maintenance services that encourage customers to use products longer instead of throwing them away.

These models show that South Korea’s fashion industry is gradually shifting from a linear business model (produce–consume–discard) to a circular model.
Not only do they help reduce waste, but they also open up new revenue streams for companies and foster stronger customer relationships, as brands no longer simply sell products but accompany consumers throughout the product’s entire life cycle.

3. Notable Sustainable Development Strategies from Korean Companies

While the pillars of sustainable fashion outline the theoretical foundation and overall direction of the industry, it is the pioneering companies that bring these ideas to life. In this section, BambuUP highlights three outstanding sustainable development strategies from South Korean businesses.

3.1 Pioneering Upcycling and Creative Recycling

Among sustainable strategies, upcycling also known as creative recycling has emerged as a highly promising and innovative approach.

Unlike conventional recycling, which focuses on breaking materials down into raw components for reuse (often resulting in lower quality), upcycling aims to add value or create new functions for products. In other words, it transforms something “old” into something “new,” and often even “premium”.

Upcycling delivers four major benefits:

• Reduces waste, easing the burden on waste management systems and limiting landfill usage.
• Conserves virgin resources, cutting energy and water consumption compared with producing new materials from scratch.
• Drives creativity and uniqueness: each product often carries its own story, personal touch, and distinctive aesthetic appealing to younger consumers seeking cultural depth.
• Creates new economic value, turning materials once considered “waste” into valuable resources for sustainable and innovative business models.

Upcycling is gradually becoming a key trend in sustainable fashion (Source: Internet).

 South Korea has given rise to many pioneering brands in this field.

KANGHYUK, founded by Kanghyuk Choi and Sanglak Choi, is a prime example. The brand quickly gained international recognition with its concept of transforming discarded automobile airbags either used or factory-defective into high-end fashion collections.

Beyond simply repurposing waste, KANGHYUK established an industrial symbiosis model with Hyosung, one of South Korea’s leading industrial manufacturers. Hyosung supplies surplus or mis-sized airbags materials that would otherwise become waste which KANGHYUK turns into minimalist jackets, blazers, shirts, and trousers. These pieces preserve the airbags’ signature white color, accented with barcodes and blue stitching, creating a style that is both industrial and refined.

KANGHYUK’s garments are crafted from Hyosung’s recycled airbags (Source: Internet).

While KANGHYUK is known for its minimalist aesthetic and industrial partnership, Young N Sang places stronger emphasis on artistry and uniqueness. The brand repurposes waste materials from local companies or old garments, cutting them into narrow strips and stitching them back together to create entirely new textiles.

The result is a series of patchwork shirts made from a variety of patterns each piece a one-of-a-kind artwork. Even the accessories embrace unexpected materials such as carabiners, fishing hooks, or toys, infusing the designs with a playful spirit and bold experimentation.

Upcycling & Bio-based Innovation: Korea’s Dual Path to Sustainable Fashion (Source: Internet).

The sharp contrast between KANGHYUK’s industrial minimalism and Young N Sang’s one-of-a-kind artistic “Street Vendors” upcycling collection proves that in Korea, upcycling is more than an eco trend it’s a playground of bold creativity.

To fully unlock this potential, the fashion industry must balance artisanal creativity with scalability, while addressing material sourcing and consumer awareness challenges.

3.2 Scaling Bio-based & Recycled Materials

South Korea is emerging as a pioneer in bio-based textiles and next-gen sustainable materials. Strategic investments from major conglomerates are positioning the country as a global innovation hub.

A standout example is Hyosung TNC, which announced a ₩1 trillion (≈US$740M) investment to build a bio-butanediol (bio-BDO) plant in Vietnam. Scheduled to begin operations in 2026 with 50,000 tons/year capacity (expandable to 200,000 tons), the facility will produce bio-BDO from sugarcane fermentation a low-carbon alternative to coal-based chemicals and the key raw material for spandex.

This move not only closes Hyosung’s circular production loop, but also underlines a bold vision: raising eco-friendly fiber revenue share from 4% to 20% by 2030, making bio-based production a century-long growth pillar.

Fibers are produced through the fermentation of sugar extracted from sugarcane (Source: Internet).

Additionally, LG Chem has partnered with Gevo (USA) to develop technology that converts bio-based feedstocks such as corn into bio-propylene, a material that can fully replace petroleum-derived propylene and be used to manufacture many common plastic products, including automotive interiors and diapers. Other bio-plastics, such as PLA (made from corn starch) and PHA (produced by bacteria), are also receiving significant attention. Notably, PHA possesses plastic-like toughness while being fully biodegradable within 30 days under natural conditions.

Korea has also made major strides in industrial recycling. The Korea Research Institute of Chemical Technology (KRICT) has developed a “chemical sorting” technology that allows pure polyester to be extracted from complex textile waste. This process uses special compounds to break the bonds between polyester and dyes, effectively removing almost all organic contaminants and non-degradable colorants one of the biggest challenges in textile recycling.

Through low-temperature glycolysis, discarded polyester is converted into pure monomers with quality equivalent to petroleum-based raw materials. This process saves energy and enables multiple cycles of polymer synthesis, significantly reducing landfill waste and promoting a circular economy. The technology has been commercially licensed to Renew System, which plans to build a plant with a capacity of 10,000 tons per year by 2025.

Chemical and Robotic Clothing Recycling Systems (Source: Internet).

Such chemical and biological recycling models are creating a closed-loop cycle for plastics and textiles, while also delivering clear economic advantages. By relying on agricultural feedstocks instead of petroleum, the cost of bio-based materials becomes more stable and less exposed to energy market fluctuations.

3.3 Optimizing Green Manufacturing Processes and Minimizing Impact

In the industrial sector, Green Manufacturing is generally understood as the application of advanced technologies and processes to reduce emissions, save resources, and improve operational efficiency.

In the textile industry, however, this concept is critical for survival. Textiles are considered one of the most polluting industries globally, accounting for roughly 20% of industrial wastewater worldwide and consuming nearly 93 billion cubic meters of water annually enough to meet the domestic needs of 5 million people. Furthermore, dyeing and finishing processes generate large amounts of hazardous chemicals and greenhouse gas emissions.

Major markets such as the European Union have tightened regulations through the Sustainable and Circular Textiles Strategy and the Carbon Border Adjustment Mechanism (CBAM). This forces exporting companies, including those in Korea, to restructure their value chains to meet international environmental standards.

Acknowledging this pressure, many Korean textile companies have heavily invested in advanced dyeing and treatment technologies to reduce pollution while maintaining production efficiency:

• Plasma Dyeing: Uses plasma, an ionized gas state, to treat fiber surfaces. This method improves color absorption, significantly reduces dye usage and dyeing time, and completely eliminates the use of water and hazardous chemicals.

• Ultrasonic Dyeing: Utilizes ultrasonic waves to push color molecules deep into the fiber core, enhancing dyeing efficiency, saving time, and preserving fiber structure at the nano level. This technology can be applied to various fibers, including cotton, wool, and polyester.

Circular Cycle in Sustainable Textiles (Source: Internet).

Supercritical CO₂ Dyeing uses recycled CO₂ instead of water, reducing greenhouse gas emissions by up to 58% compared to traditional methods. Notably, the CO₂ used in dyeing can be recovered and reused, creating a closed-loop system. This technology has been successfully implemented at CleanDye’s plant in Vietnam, which provides dyeing services for global brands such as Adidas, demonstrating both feasibility and commercial appeal.

It is clear that green manufacturing in the Korean textile industry is not only an inevitable trend but also a sustainable development strategy, offering a competitive advantage in the international market. Bold adoption of advanced dyeing technologies such as plasma, ultrasonic, and supercritical CO₂ demonstrates the commitment of companies to both environmental protection and enhancing brand value and business efficiency.

This serves as a clear proof that sustainable development is not a supplementary choice, but a core pathway for the textile industry to fully integrate into the global supply chain in the green era.

4. Conclusion

In the context of climate change, resource depletion, and increasing consumer pressure on corporate social responsibility, sustainable fashion is becoming an inevitable trend.

However, the transition from traditional manufacturing to sustainable models is not easy. Companies face significant challenges such as high initial investment costs, difficulties in securing stable supply chains, comprehensive changes in mindset and operations, and the need for consumer education.

Nevertheless, these challenges can be overcome if companies leverage policy support and strategic partnerships. In Korea, the government has proactively implemented measures to support green technologies and SMEs, creating a sustainable ecosystem that reduces financial burdens.

From a business collaboration perspective, partnerships such as Hanosimex and Hansae show that sharing capital, technology, and expertise can turn challenges into growth opportunities.

To achieve sustainability goals, companies can start with small but feasible changes, such as optimizing a production step or piloting a sustainable product line before scaling. Concurrently, collaboration with sustainable material suppliers, green technology experts, and leveraging government incentives can mitigate risks.

This model is not just theoretical. PINALINA™ – pineapple fiber fabric emerged as the “fruit” of open innovation, when Faslink, Ecosoi, and Trung Quy collaborated to develop sustainable materials from pineapple leaves. This technology reuses 60 tons of fresh pineapple leaves to produce 1 ton of fiber, reducing over 17 tons of CO₂ compared to incineration, while providing sustainable livelihoods for farmers and creating a circular agriculture model.

In this success, BambuUP played a key role, supporting Faslink in enhancing innovation capacity, connecting Ecosoi through the Towards Zero Waste Accelerator program, and promoting MOU collaborations to build a sustainable material ecosystem.

The PINALINA™ story vividly illustrates the power of open innovation, where companies no longer act alone but collaborate with startups, research institutes, and support organizations. This approach bridges the gap between policy and practice, bringing locally rooted products to the global stage.

PINALINA™ – the “fruit” of the open innovation journey, created through the collaboration of Faslink, Ecosoi, and Trung Quy.