Green Growth in Emerging Markets

Sustainability is no longer a buzzword it’s a growing necessity in the global fashion industry. And while developed nations often dominate the conversation, many emerging markets are quietly leading with innovative and culturally rooted approaches to sustainable fashion.

From natural dyes in India to recycled fabric weaving in Ghana, many of these regions already have traditions built around slow, low impact production. As Google Arts & Culture (n.d.) showcases, traditional clothing in many emerging markets was created using local materials, handcraft techniques, and community-based practices long before the term “sustainable fashion” existed.

Today, these traditions are finding new relevance. In Latin America, young designers are blending ancestral textile techniques with eco conscious design. In Africa and Southeast Asia, brands are focusing on local supply chains and upcycled materials. According to McKinsey & Company (2023), fashion brands in emerging markets are increasingly aligning with environmental and social goals not just for ethics, but for long term competitiveness.

The economic opportunity is also huge. Statista (2023) notes that global demand for sustainable fashion is growing steadily, especially among Gen Z. Consumers in both domestic and export markets are seeking products that are both stylish and responsible. Emerging markets with green fashion systems already in place could become key players in this shift.

However, challenges remain. Many of these countries face resource limitations, lack of infrastructure, and pressure from fast fashion supply chains. But some are finding creative ways to scale up: by integrating circular fashion models, using solar-powered production, and training artisans in digital marketing to reach global buyers.

As the world rethinks fashion’s environmental impact, emerging economies have the potential not just to follow, but to lead with solutions grounded in both tradition and innovation.

Can Yigit Saglam

Google Arts & Culture. (n.d.). Traditional textiles and sustainable practices around the world. https://artsandculture.google.com/

McKinsey & Company. (2023). State of Fashion 2024: Unlocking sustainable growth. https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion

Statista. (2023). Global sustainable fashion market size 2019–2027. https://www.statista.com/statistics/1261642/global-sustainable-fashion-market-size/