Akhil Sivanandan on the Future of Sustainable Fashion: Innovation, Transparency, and Accountability
The fashion industry stands at a crossroads, with its undeniable environmental and social impact, brands, consumers, and policymakers alike are seeking best practices and innovations to make fashion more sustainable. In the midst of this transformation, innovators like Akhil Sivanandan, CEO and co-founder of Green Story, are leading the charge.
Green Story is a pioneering B2B sustainability intelligence platform that helps brands measure, manage, and communicate their environmental impact. Through data-driven insights, Green Story is revolutionizing the way companies approach sustainability—offering solutions that enable transparency, accountability, and real, measurable change.
In this exclusive interview with MOSAIC, Akhil shares his vision for the future of sustainable fashion, the role of technological innovation, and how brands and consumers alike can make a profound tangible difference.
Sustainability in Fashion: A Conscious Choice
Akhil defines sustainable fashion as “fashion with a conscience”, that considers the entire lifecycle of a product, from the design stage to its eventual disposal. He believes that the industry’s transformation is being driven by a combination of regulatory changes, shifting consumer demand, and the rise of eco-conscious design. One of the biggest trends shaping the future of sustainable fashion is eco-design—where sustainability is woven into the very fabric of a product’s creation. Brands are increasingly thinking about material selection, circularity, and production efficiency to reduce waste and carbon footprints. But while the push for sustainable fashion is growing stronger, the reality remains: fast fashion dominates the market. So, how do we balance sustainability with the demand for fast fashion?
Akhil offers a clear solution:
- Quality over quantity – Instead of mass-producing low-quality items, brands should focus on long-lasting, high-quality garments.
- Incentivizing reuse and recycling – Rewarding customers for reusing, repairing, and recycling clothes can encourage sustainable habits.
- Normalizing second-hand fashion – Thrift shopping and circular fashion need to move from niche markets to mainstream retail.
But beyond corporate responsibility, consumer awareness plays a crucial role. Akhil emphasizes the need for educating people on the hidden costs of fast fashion—not just in terms of pollution and waste but also the ethical concerns around unfair labor practices and exploitation.
Innovations in Future Fabrics and Materials
Akhil expresses excitement about novel textiles made from banana and orange peel fibres—bio-based alternatives that can reduce waste and offer a lower environmental impact. However, while these innovations are promising, scalability remains a challenge. Instead of focusing on niche sustainable materials that may take years to scale, Akhil believes the future lies in – Recycled cotton, fibre-to-fibre recycled textiles, in-conversion organic cotton (grown using regenerative practices) and certified organic cotton. These materials are gaining traction because they fit into existing production systems while significantly reducing fashion’s environmental impact.
Technology: The Game Changer in Sustainable Fashion
Technology, Akhil says, is the key to scaling sustainability in fashion. AI-powered lifecycle assessments, automated supply chain audits, and real-time impact tracking can ensure greater accountability and transparency. He highlights for us a few technological innovations transforming the industry – AI-driven review systems to verify sustainability claims, optimization platforms to reduce waste and improve efficiency, and on-demand manufacturing to prevent overproduction. Sharing his experience he mentions that by integrating technology at every stage, fashion brands can significantly cut waste and create smarter, more responsible production models.
Consumer Knowledge: The Say-Do Gap
One of the biggest challenges in sustainable fashion is the “say-do gap”—where consumers express interest in sustainability but don’t always follow through with their purchasing decisions. Akhil notes that this gap is driven by limited awareness of sustainable options, price barriers for eco-friendly alternatives and lack of accessibility to sustainable fashion choices. How can the knowledge deficit be met – to bridge this gap, brands must focus on transparency, storytelling, and verifiable data. Consumers need clear, honest communication about a brand’s sustainability journey—backed by third-party certifications and real impact metrics. Collaboration is also crucial. Akhil believes brands should partner with suppliers, NGOs, and even competitors to amplify the message and build an ecosystem of shared responsibility.
Legislation: Holding Brands Accountable
Akhil strongly advocates for policy-driven change, emphasizing the need for laws that hold brands accountable for their environmental and social impact. Some key policies he highlights include:
- Extended Producer Responsibility (EPR): Brands take responsibility for their products even after they are sold.
- Stricter labor laws: Protecting garment workers from exploitation.
- The EU’s Eco-design for Sustainable Products Regulation (ESPR): A framework pushing brands to design products for longevity and circularity.
- The Carbon Border Adjustment Mechanism (CBAM): A policy ensuring imports into the EU meet carbon footprint standards.
With governments worldwide stepping up their regulatory frameworks, Akhil believes that legislation will be a major driver of sustainable fashion in the coming years.
Brands and Regions Leading the Way
When asked about brands making a real impact, Akhil highlights some companies that are pushing the boundaries of sustainability: Sulochana Mills – Pioneering recycled textiles, Stanley/Stella – A leader in organic and fair-trade fashion, Pangaia – Innovating with bio-based and recycled materials, Pact – Offering affordable, organic essentials, No Nasties – A 100% organic, fair-trade Indian brand.
In terms of geography, Akhil sees the EU and Nordic countries at the forefront of sustainable fashion, thanks to progressive regulations, better consumer awareness and consumer demand for ethical products.
Akhil Sivanandan’s insights tells a hopeful story: the future of fashion is one where innovation, transparency, and accountability define success. Brands must move beyond marketing-driven sustainability and focus on measurable impact.
Akhil shares that for consumers, the power lies in informed choices—supporting brands that prioritize sustainability, questioning greenwashing tactics, and embracing alternatives like resale and recycling.
With advancements in material science, AI-driven sustainability tracking, and stronger regulations, the fashion industry has the opportunity to not only reduce harm but also become a force for positive environmental and social change.
As Akhil puts it, “Sustainability in fashion isn’t a trend—it’s a transformation. The brands that embrace it now will define the future.”