Sustainability has become one of the defining trends of the twenty-first century, evolving alongside digitalisation. This shift is increasingly influencing the fashion industry, in line with Sustainable Development Goals (SDGs) 12 and 13, which urge the sector to address issues contributing to climate change and environmental harm.
Globally, the fashion industry is a major economic player, accounting for 2% of world GDP (McKinsey & Company & Business of Fashion, 2021) and generating revenues worth $1.7 trillion in 2021 (Statista, 2022). Before the COVID-19 pandemic, industry revenues were projected to reach between $1.7 trillion and $2.5 trillion (McKinsey & Company & Business of Fashion, 2020).
The sector is now making concerted efforts to reduce waste and greenhouse gas emissions throughout its production processes, supply chains, and modes of consumption (Global Fashion Agenda & McKinsey, 2020).
Worldwide, fashion provides jobs for around 60 million people—most in developing countries (International Labour Organization, 2020) and generates about 160 billion euros annually, particularly within the European Union (European Commission, 2020).
However, fashion is responsible for 10% of global greenhouse gas emissions, consuming more energy than aviation and shipping combined, according to the UN’s Fashion Industry Charter for Climate Action. Textile production is accountable for 20% of global industrial wastewater, mainly due to dyeing operations.
Additionally, because 63% of clothing is made from petrochemical-based fibers, CO2 emissions remain high. Without significant intervention, the fashion sector is projected to use up 25% of the world’s carbon budget by 2050. Synthetic materials also contribute to microplastic pollution, and even recycled plastic garments pose environmental challenges.
What is Sustainable Fashion?
Fashion is one of the most dynamic and fast-paced global industries, but its relentless cycle of trends often comes at a steep environmental and social cost.
The rapid production and disposal of garments—hallmarks of fast fashion—generate vast amounts of waste and contribute to the depletion of natural resources.
In response, sustainable fashion has emerged as a transformative alternative, aiming to mitigate environmental degradation while promoting equity and accountability throughout the supply chain.
At its core, sustainable fashion seeks to design and produce clothing that is environmentally conscious, socially equitable, and economically sustainable.
This means reducing fabric waste, championing fair labour conditions, and adopting circular production models that extend the life cycle of garments.
Unlike fast fashion, which prioritizes low-cost, high-volume output with rapid turnover, sustainable fashion places a premium on ethical sourcing, transparent production processes, and the innovative use of materials—including recycled fibres, plant-based dyes, and low-impact manufacturing.
It also strategically leverages globalization not to exploit, but to scale ethical practices and make responsible fashion accessible and affordable.
The urgency of this shift is underscored by the UN’s Fashion Industry Charter for Climate Action, which reports that the fashion industry’s impact on carbon emissions, water consumption, and energy use exceeds that of aviation and maritime shipping combined. This stark reality calls for systemic change in how clothing is designed, produced, marketed, and consumed.
Fashion in Ghana
While Western influences have shaped Ghanaian fashion, the country has maintained its unique and innovative flair.
Traditional Ghanaian attire dates back to pre-colonial times, utilising natural materials such as bark and animal hides.
Today, fashion trends across various ethnic groups—including the Akans, Gas, Ewes, and people from northern Ghana—remain vibrant and diverse.
Despite its environmental consequences, the fashion sector remains a crucial engine of economic activity in many developing nations due to its labour intensity, low entry barriers, and ability to support exports and informal employment.
In countries like Ghana, fashion contributes significantly to GDP and employs thousands through both formal ventures such as Ethical Apparel Africa and Do the Right Thing Apparel, and informal networks like Kantamanto Market.
These economic linkages are further reinforced by government incentives, cultural exports, and the rise of sustainable fashion models aimed at youth and women’s employment (ILO, 2020; GEPA, 2022; AfDB, 2022).
UNIDO (2021), reports that Textiles and Apparel sector contributes 10–15% of Ghana’s manufacturing GDP and contributes 2.5–3% to Ghana’s national GDP, with growth projections increasing as the digital and sustainable sectors expand in the broader creative economy, including fashion.
The fashion and garment sector employs over 25,000 people formally, and an estimated 100,000+ informally, including tailors, designers, market vendors, textile manufacturers, and fashion retailers, according to the Ghana Investment Promotion Centre (GIPC)’s 2022 sector profile on Textiles and Garments.
Sustainable Fashion and Marketing Opportunities in Ghana
Sustainable fashion in Ghana has evolved from a marginal interest into a vibrant, mainstream movement that is reshaping design philosophies, production practices, and consumer behaviour.
This transformation is not only cultural but also economic—opening new avenues for entrepreneurship, green innovation, and inclusive employment.
Institutions such as the Ghana Climate Innovation Centre (GCIC) have been instrumental in catalyzing this shift. Through targeted support—ranging from seed funding to business incubation and mentorship—GCIC empowers fashion startups that prioritize eco-friendly processes. Designers who utilize recycled materials, organic fibres, or natural dyes benefit from a growing ecosystem of green innovation.
Notable examples include Yevu and The Revival, both of which have turned textile waste into compelling, wearable art that blends sustainability with local identity (GCIC, 2023).
The British Council further documents this industry-wide transition from a linear to a circular fashion economy.
Between 2019 and 2022, the Council supported over 500 creatives in Ghana through capacity-building programmes in sustainable design, ethical production, and market access.
These initiatives have empowered a new generation of students, artisans, and entrepreneurs to pursue careers that connect fashion with environmental stewardship.
This evolution is more than a trend—it is a gateway to meaningful economic growth.
As sustainable fashion gains momentum, it creates diverse opportunities for Ghanaians, particularly youth and women, to participate in a sector that values both creativity and conscience.
Ghana also boasts a diaspora and local talent pool that has achieved global recognition for advancing sustainability in fashion. Among them are:
Oswald Boateng, the British-Ghanaian designer celebrated for reinventing Savile Row tailoring with Afrocentric flair and sustainable textiles.
Edward Enninful, editor-in-chief of British Vogue, who has consistently used his platform to champion diversity and sustainable fashion narratives (Vogue, 2022).
The late Virgil Abloh, a Ghanaian-American visionary behind Off-White and Louis Vuitton Menswear, whose work blurred the lines between streetwear, luxury, and environmental critique.
Nana Akua Addo, a Ghanaian actress and fashion icon renowned for red-carpet looks that embrace upcycling and ethical sourcing (Glam Africa, 2021).
Several structural drivers are reinforcing Ghana’s sustainable fashion growth: supportive public policies, a growing cohort of mission-driven businesses, rising consumer awareness, demand for eco-friendly products, and a national climate of creativity and openness.
The Ministry of Trade and Industry’s Industrial Transformation Agenda (2022) specifically identifies textiles and fashion as strategic sectors, prioritizing local value addition and sustainability in production processes.
Moreover, the United Nations Conference on Trade and Development (UNCTAD, 2020) highlights Ghana’s emerging role in global sustainable fashion.
The report underscores the role of youth-led green entrepreneurship and the innovative reimagining of second-hand clothing markets, such as Accra’s Kantamanto Market, as pivotal to this shift.
These markets have become hubs not only for affordable fashion but for design experimentation, material reuse, and circularity.
In sum, Ghana’s sustainable fashion sector is no longer peripheral—it is a platform for creative innovation, inclusive employment, and economic transformation rooted in environmental responsibility.
These factors have built a strong foundation for sustainable fashion in Ghana.
Key Opportunities for Sustainable Fashion in Ghana
Partnerships and Collaborations Along the Value Chain: Collaboration across different parts of the fashion industry—from designers and fabric makers to delivery services and technology companies—can significantly boost sustainability in Ghana.
Take, for instance, a local designer in Accra partnering with small-scale fabric producers who use traditional, environmentally friendly methods such as hand-dyeing with natural dyes sourced from plants.
This not only preserves Ghanaian heritage but also reduces the use of harmful chemicals, making clothes safer for both people and the environment.
Manufacturers can also team up with companies that specialize in green chemistry, using less toxic substances in the production and finishing of fabrics, which helps protect workers and local water sources.
Technology comes in as well: by using digital platforms or blockchain solutions, brands can provide customers with clear information about where and how their garments are made.
This transparency builds trust and confidence in locally made, sustainable products. Logistics companies, meanwhile, can help reduce the industry’s carbon footprint by using more efficient transport solutions, such as electric tricycles or bicycles for inner-city deliveries, to get products to markets like Makola or boutiques in Osu and Kumasi.
Internationally, there is a growing trend towards using more sustainable fibers and processes. The World Bank has reported a 30% increase in the use of eco-friendly materials and practices globally in recent years.
If Ghanaian businesses work together at every step—from sourcing and production to delivery and sales—they can make Ghana’s fashion industry more sustainable, all while creating jobs and new opportunities across the country. By supporting each other, everyone in the fashion value chain can contribute to a greener and more prosperous future for Ghana.
Growing Urban Population and Consumer Base: Ghana’s rapidly expanding urban population is driving a rise in disposable incomes, resulting in a larger and more dynamic consumer base.
This urban growth not only increases purchasing power but also fosters greater environmental awareness among consumers, with more people seeking products that reflect their values of sustainability and social responsibility. While a notable argument against sustainable fashion has been its relatively higher cost, the increase in disposable income among Ghana’s urban population is gradually addressing this challenge.
As consumers become better informed about the long-term benefits of sustainable fashion—such as ethical production, better-quality garments, and a reduced environmental footprint, they are more willing and able to invest in these products.
This shift creates significant market opportunities for businesses to offer sustainable fashion at attractive price points, meeting the demand of well-informed and environmentally conscious consumers eager to support responsible brands.
Sharing Economies and Circular Business Models: Adopting sharing economies and circular business models—such as clothing rentals, resale platforms, and recommerce—offers a transformative opportunity for sustainable fashion in Ghana.
Currently, Ghana has a vibrant secondhand clothing market; however, this market is dominated by imports of used clothes from foreign countries and is sometimes viewed with a sense of disdain or as a last resort for affordable fashion.
By shifting the focus to reselling locally sourced, slightly used garments, Ghana can redefine the narrative around secondhand clothing. Initiatives that encourage the resale and recommerce of quality local apparel will not only extend the lifecycle of garments but also help build a sense of pride around supporting homegrown fashion.
Clothing rental services further contribute by allowing consumers access to a variety of styles without constant new purchases, significantly reducing textile waste and the environmental impact of production.
These models foster a culture of reuse, repair, and responsible consumption—key components of sustainability. Local resale also empowers consumers to see value in Ghanaian-made items beyond one-time use, making sustainable clothing more accessible and affordable. Adopting these business models will cut down on textile waste, lessen dependence on imported clothing, support local designers and businesses, and promote ecological responsibility.
In this way, sharing economies and circular business models not only help achieve Ghana’s sustainable fashion goals but also create economic opportunities and elevate the perception of locally made secondhand garments.
Certification and Trust: Certification can be a powerful tool for advancing sustainable fashion in Ghana and should be leveraged as a key selling proposition in the industry.
As awareness and demand for sustainable products grow among Ghana’s increasingly informed and discerning consumers, certification offers credible assurance that fashion brands are genuinely meeting high environmental and ethical standards.
In a market where greenwashing—unsubstantiated or misleading sustainability claims—is an ever-present risk, recognized certifications from reputable bodies such as the Green Business Bureau and the World Fair Trade Organization help set brands apart with transparency and accountability. Certified labels not only build trust and confidence among consumers, especially urban and millennial and Gen Z shoppers who are demanding more responsible choices, but also enhance the perceived quality and value of Ghanaian fashion both locally and internationally. Certification opens access to global markets, allowing Ghanaian designers and brands to compete on a larger stage where sustainability credentials are increasingly a prerequisite for entry.
For businesses, investing in certification can turn sustainability from a compliance requirement into a market advantage, signalling authenticity, attracting investment, and fostering consumer loyalty.
By making certification a core strategy, Ghana’s sustainable fashion industry can differentiate itself from unverified claims and low-quality imports, promote pride in locally produced apparel, and inspire a culture of conscious consumption.
Certification isn’t just a mark—it’s a catalyst for industry-wide transformation and a powerful trust-builder that positions Ghana as a leader in Africa’s sustainable fashion movement.
Conclusion
Ghana’s fashion industry operates within an interconnected global context, echoing broader economic, technological, and social trends. Achieving true sustainability in fashion is a collective responsibility, but consumers hold significant power to drive change.
The future will depend on developing new circular business models that consider every stage of a garment’s lifecycle, maximizing opportunities for reuse and recycling.
By embracing these opportunities, Ghana can position itself at the forefront of sustainable fashion in Africa and beyond.
