ABSTRACT
Today, sustainable practices have become well-known and influential in the attributes of the textile and fashion industry. Many local brands have emerged that apply the principles of sustainable fashion as a focus and added value for their companies. Sustainable methods also affect people's behavior in consuming or buying goods of interest, especially fashion products. Many urban communities in Indonesia are now choosing environmentally friendly clothing or extending clothing life by exchanging and redesign it (upcycle). This paper uses a descriptive qualitative approach through literature study, observation, and random sampling by diversity of the sustainable fashion market in Indonesia from the consumer behavior perspective. This research shows that several market categories carry sustainable fashion practices: markets or brands that produce clothing from raw materials, make upcycling clothing, and rotate wearable clothes to be used as new products for several target markets.
