Fashion is widely considered the second most destructive industry to the environment, with a global supply chain employing 58 million people worldwide. During the period of 2000–14, clothing production increased by 50 per cent, as fast-fashion evolved and the luxury sector ascended. Recently, a number of high-profile fashion designers are taking the decision to consciously depart from the constraints of the seasonal fashion calendar, enabling them to reconnect with the creative process, focusing on quality and customer experience. ‘With fashion there is too much fear, not enough time, and not enough love’ (Elbaz 2017). While sustainable fashion has often been considered a consumer-led movement, which brands have been pressured to act upon, it is important that businesses demonstrate social responsibility through a collaborative approach incorporating design, innovation, technology and communication to successfully create desirable sustainable products with integrity. With constant news updates as a result of technology and the overriding competitiveness of social media, brands need to design and launch unique products that attract attention. This article will explore the connection between sustainable design and brand identity in relation to the fashion industry. The article will identify economic and commercial business opportunities, incorporating how combining sustainable design principles with communicative story telling provides additional emotional value for both designer and consumer, and aligning brands with social and environmental issues that are directly related to the products they are selling.