Can Digital Technologies Support Sufficiency in Fashion? Evidence from Innovative UK Fashion SMEs

The far-reaching environmental impacts of the fashion industry are well documented. Although impact reduction per garment has improved, these gains are eclipsed by the steadily increasing rates of clothing consumption and production. Meaningful change can be achieved through the de-acceleration of consumption, aligned with concepts of degrowth and sufficiency. While this area is growing, research into conceptual developments and practical applications are needed. This paper critically explores the interplay between physical and digital realms and examines their potential to curb excessive clothing consumption and production. Drawing on case studies from industry networks of the Future Fashion Factory (University of Leeds) and the Business of Fashion, Textiles and Technology Institute (University of the Arts London), it critically investigates how companies respond to these challenges and utilize digital technologies. Examples include a mobile phone app for wardrobe inventory, online communities that foster connections with nature, and social media content that encourages resourceful fashion practices. The findings contribute to sustainability discourse in fashion, highlight best practice, identify barriers to wider adoption and offer recommendations for industry and policy.