Main description (English)

The fashion industry is characterized by high dynamics, short product cycles, overproduction and overconsumption, which raise significant questions concerning resource efficiency and the sustainability of business models. Sustainable fashion involves the use of organic and recycled materials, extension of product life, waste reduction, circular economy principles and greater transparency along the value chain. Within this context, the aim of the study is to systematize sustainable segments and practically applicable approaches for the business realization of small and medium-sized fashion brands. Methodology The study is analytical and conceptual rather than a conventional laboratory experiment. It is based on a review and systematization of sources concerning sustainable fashion, resource management, certification systems and emerging requirements for product traceability. Business strategies such as made to order, bespoke and made to measure production, optimal material utilization, zero-waste solutions, responsible consumption and positioning beyond short-term trends were analyzed. Repair and reuse practices, including the boro technique, were also considered, together with standards and certification schemes relevant to sustainable production. Practical design applications described in the report were used as illustrative examples of how sustainability principles can be incorporated into contemporary fashion products. Results The analysis indicates that sustainability can be integrated into a fashion brand’s business model through several interconnected segments. Made-to-order production reduces the risk of excess inventory and limits the financial and material resources locked into unsold products. More efficient cutting and the use of residual textile materials support zero-waste practices. Products designed independently of short-lived trends can be directed toward niche and avant-garde markets, where added value is created through design, quality, narrative and cultural meaning. The boro technique demonstrates how repair, reuse and the visible joining of textile fragments can become both a sustainable process and an aesthetic characteristic of contemporary clothing. The report also identifies certification schemes such as OEKO-TEX, GOTS, OCS, GRS, RCS, Bluesign, EU Ecolabel, BCI and RDS, as well as relevant ISO standards, as instruments for supporting documented sustainability practices. Digital Product Passport is identified as an additional mechanism for product transparency, potentially providing information on composition, origin, production, recyclability, repair and environmental footprint. Sustainability should not be considered only as a choice of material but as an integrated organization of the product and business process. For small and medium-sized brands, combining production on demand, resource efficiency, long-lasting design and transparency can reduce operational risks while establishing a clear market position. In such a model, ethical, cultural, informational and product narratives contribute to communication with consumers and to the perceived value of the product. Certification, standards and digital traceability can strengthen trust, but their effectiveness depends on their actual integration into production and management practices. The identified segments therefore have both environmental and business relevance and can be adapted according to the scale, identity and market orientation of a fashion brand. Sustainable segments for the business realization of fashion brands can be developed around made-to-order production, efficient resource use, zero-waste practices, long-lasting and niche products, repair and reuse, and increased transparency through standards, certification and Digital Product Passport. These approaches connect environmental and economic objectives and provide a practical basis for the more sustainable development of fashion brands. Keywords: sustainable fashion; zero waste; circular economy; fashion brands; digital product passport