For Chapter 02 of Notebook, we step into the perspective of Lizzie Kroeze, Director of Product Development & Marketing for the EU Region at AGI Denim, as she reflects on how sustainability has evolved, the challenges shaping the industry today and the long-term commitments driving meaningful change.
A Broader Definition
Over the years, my definition of sustainability has broadened considerably. I don’t think there’s a single version of sustainability anymore. It looks different depending on where you are in the supply chain, the region you’re operating in and the challenges communities along that chain may be facing. Water management might be the biggest priority in Pakistan, while another region may need to focus on biodiversity, labor practices or circularity. There isn’t a one-size-fits-all solution.
Personally, my focus has shifted too. Earlier in my career I was mostly interested in reducing climate impacts and was excited by breakthrough technologies that promised to transform the industry. Today, I believe lasting progress comes from long-term, scalable commitments rather than one-season innovations.
I’ve also become much more focused on people. Fashion has been built on opaque supply chains where the people making our products often remain invisible. I believe that when we make those people and communities visible, we naturally make better decisions not only for workers but also for water use, chemicals, materials, biodiversity and climate. To me, sustainability is ultimately about embedding responsible choices into everything we do rather than chasing the next headline.
When Sustainability Gets Real
The conversation feels much more mature, but also much more complicated.
A few years ago, there was a real excitement around sustainability. Brands wanted to tell those stories, and consumers were eager to hear them. Today the landscape is very different. Green claims are under greater scrutiny, regulations are evolving, geopolitical uncertainty has shifted priorities and many companies are navigating tighter margins.
That pressure has revealed something important. When sustainability is no longer a marketing advantage, you begin to see which companies have truly embedded it into their business and which treated it as an add-on.
Ironically, I think that’s healthy. It’s pushing the industry away from glossy campaigns and toward greater accountability. The real test isn’t what companies do when sustainability is easy or profitable. It’s what they continue to do when conditions become more challenging.
