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The goal of this proposal is to provoke a discussion on whether doing good can financially benefit the fashion industry. This idea came from merging two important influences in my life: fashion and sustainability. This researcher has discerned that sustainability is essential to the survival of the fashion industry. The purpose of this research is to test the validity of that theory by examining current literature to explore the bases for this theory and explore what the industry is doing to prolong its existence, protect the environment and improve financial performance. The use of outcomes from this research presentation may provide aid to managers, researchers, consumers, academics and the industry.