This chapter links the economic incentives of fashion to the brands’ response to criticisms about the ecological impact of promoting overconsumption; defines the social activism entrepreneurs who raise calls for change; exposes the reader to the social media world of sustainable fashion advocacy; and explains the misinformation dilemma at play, outlining the major issues of concern, providing scientific, evidence-based analysis of labor, health, and safety realities, “race-to-the-bottom” competition, resource scarcity, waste generation, and pollution mitigation.