Shopping and Selling Sustainably: Myths and Misconceptions Explored By LDC Panel Of Experts.

Sustainability in fashion is a term increasingly heard in business meetings and fashion pop-up events worldwide. In a recent panel discussion hosted in our Conscious Creatives pop-up in Stonecutters Lane at Borough Yards, we brought together a panel of experts to analyse the myths surrounding sustainability and unravel strategies that can help consumers and businesses alike to shop and sell more sustainably.


Our panel kicked off by tackling some common misconceptions about sustainability in the fashion industry. JD, one of our expert speakers, addressed the pervasive myth that fashion is the second most polluting industry after oil. JD pointed out that the complexity of global supply chains makes such rankings difficult to quantify accurately. While fashion undoubtedly has a significant environmental impact, oversimplified statements can be misleading. Instead, JD suggested focusing on specific areas for intervention, such as reducing water consumption, minimising chemical waste, and rethinking supply chains.

Bianca, a sustainable fashion advocate, emphasised the importance of debunking simplistic myths. "These claims often divert attention from what really matters—waste management, energy usage, and fair labour practices," she noted, referencing UNEP statistics that show fashion is responsible for up to 10% of global carbon emissions and 20% of global wastewater. These figures highlight the need for holistic solutions.

Luxury vs. High Street

The panel delved into the sustainability debate between luxury and high-street fashion. JD and Bianca challenged the assumption that luxury brands are inherently more sustainable, pointing out shared challenges like overproduction and opaque supply chains. They emphasized that true sustainability transcends price, focusing instead on ethical practices.

Regarding 'made in' labels, the panel highlighted their limitations. Bianca noted that these labels often overlook critical aspects of sustainability, such as raw material sourcing and labor conditions. Instead, certifications like Fair Trade and B Corp offer a more comprehensive insight into a brand's values and practices.

"We're not just a marketplace; we're a movement that fosters education and collaboration. Through our new tech platform “The Club House'' we can now offer even more independent and ethical brands easy and affordable access to high-street retail spaces and data and analytics, which will help them grow their business. By bringing more independent brands to the forefront of the high street and consumer awareness, we hope to support the journey to a greener retail future"


embracing a circular economy

The panel unanimously agreed that embracing a circular economy is one of the best ways to think about sustainability. Bianca highlighted that a large proportion of donated clothing ends up in landfills or disrupts local economies in developing countries. She encouraged more comprehensive recycling programs, noting that less than 1% of used garments are currently recycled into new textiles. Extending the lifespan of garments through proper care and repair can significantly reduce environmental impacts.

We wrapped up the panel by asking our speakers for their top tips for a more sustainable lifestyle. JD suggested starting with what you already own. "Take your most cherished pieces and repair them where possible. If the item has had its day, there are lots of great upcycling options available," he advised.

Amid these challenges, Lone Design Club will continue to showcase innovative solutions through our fashion pop-up events, curated platforms and tech solutions. We are committed to supporting the message of shopping and selling sustainably, emphasising transparency and supporting brands that prioritise ethical practices.

Lone Design Club's panel provided a much-needed dose of realism and direction. Through events like these, they continue to bridge the gap between ethical designers and informed consumers, paving the way for a future where shopping and selling sustainably is the norm rather than the exception. Businesses and individuals alike can benefit immensely by embracing transparency, reducing waste, and making ethical fashion choices.

meet the panelists


Megan Doyle is a sustainable fashion journalist, consultant and associate director of the Graduate Fashion Foundation. Megan has contributed to print and online publications around the world, including Vogue Business, Harper’s Bazaar UK, the Business of Fashion, and many more.


JD Shadel is an editorial director based in London and editor-at-large for Good On You, an independent platform rating brands on their human rights and environmental track records. JD's work covers a range of intersecting topics at the forefront of culture — often with an emphasis on LGBTQ+ people and human rights issues across tech, travel, and design — has appeared in outlets such as The Washington Post, Condé Nast Traveler, Them, BBC, Bloomberg CityLab, VICE, and many others.


Bianca is the founder of the platform Sustainably Influenced, presenter, podcast host and sustainability consultant.

She hosts Sustainably Influenced the podcast, now in its 4th year, where she discusses hot topics in the sustainability space and how we can all do more to include more ethical practices in all aspects of daily life.