Abstract
Sustainability certification is one means to address environmental and social issues present in fashion supply chains, whilst bridging the knowledge gap between brands and consumers. However, despite increased urgency to improve social, ethical and environmental practices in this industry, little is understood about how ethical fashion brands currently utilise sustainability certification, in an increasingly saturated, and often unregulated, labelling environment. This study examines choice of sustainability certifications, certification process, and use of labelling, by a range of Australasian fashion brands who promote sustainability as a core part of their customer-facing image. The research identifies a five-stage framework for sustainability certification, as well as indicating failures of current systems relative to user needs. The study develops and offers a proposal for a standardised taxonomy of fashion sustainability labelling that could be adapted, irrespective of firm size, sales revenue of garment and textile types.