Profit or Purpose: Choosing between Making money or making a difference

There are two forces that seem to be constantly fighting. I’m talking about Profit and Purpose- two business essentials that seem to be opposite sides of what “real” change means.

I see Profit as something bold, fast-paced, and driven by numbers. Profit believes in growth, expansion, and making the most of every opportunity. It pushes fashion brands to thrive, scale, and generate wealth.

When it comes to Purpose, on the other hand, it is thoughtful, mindful, and deeply rooted in values. It champions sustainability, ethical production, fair wages, and responsible sourcing. Purpose expects fashion to be a force for good, improving lives and protecting the planet.

I feel like that for years, they have worked separately, often at odds with each other. Some brands pursued Profit aggressively, prioritising margins over sustainability. Others leaned entirely into Purpose, focusing on ethical production but struggling to stay financially viable. The thing is a choice does not have to be made. Fashion does not have to pick one over another because if things are done right? Profit and Purpose could actually be partners!

A Collaboration in Action

Fashion brands that understand the power of this partnership are leading the way today. They’ve discovered that Profit actually fuels Purpose, and Purpose strengthens Profit.

If you are thinking ‘seeing is believing’ then let me explain:

1. Sustainability as a Competitive Edge

Rather than seeing sustainability as a costly obligation, brands are recognising it as a business opportunity. Ethical sourcing, circular fashion models, and transparency attract conscious consumers willing to pay for values-driven products. Brands like Patagonia, Stella McCartney, and Reformation prove that doing good can also be good business.

2. Ethical Production Creates Brand Loyalty

Customers today want to know where their clothes come from and who made them. By investing in fair wages, safe working conditions, and ethical sourcing, brands not only build trust but also secure long-term loyalty from both their current and new consumers. A strong reputation leads to repeat business, higher customer retention, and ultimately, more profits.

3. Waste Reduction = Cost Savings

Throwing away unsold inventory is a profit killer. Forward-thinking brands are reducing waste by embracing on-demand production, upcycling, and recycling programs. Instead of excess stock leading to losses, it creates new revenue streams while reducing environmental impact—a win-win for both Profit and Purpose.

Throwing away unsold inventory is a profit killer.

4. Innovation Drives Growth

New materials, eco-friendly dyes, and digital fashion are just a few of the innovations reshaping the industry. Brands investing in sustainable innovation not only future-proof their businesses but also attract investors and customers who want to support companies that are ahead of the curve.

Imagine A Future Where Profit & Purpose Walk Hand-in-Hand

The truth is, profit and purpose are two sides of the same coin. It is possible for fashion brands to be both financially successful and socially responsible. If you are thinking “show me”, challenge excepted. I am going to unashamedly name drop brands that I think have managed to balance both profit and purpose beautifully- drum roll please:

Allbirds

• Why? Uses natural materials like wool, sugarcane, and tree fiber to make its products while maintaining a commitment to carbon neutrality.
• Financial Success: A rapidly growing brand with a successful IPO and strong global sales.

VEJA

• Why? This sneaker brand uses organic cotton, wild rubber from the Amazon, and fair trade practices to create stylish, eco-conscious footwear.
• Financial Success: While still a niche brand, Veja has gained worldwide popularity with strong sales growth.

Reformation

• Why? Uses sustainable materials and ethical production while maintaining a trendy, fashion-forward image.
• Financial Success: Rapid expansion and a strong following, especially among younger consumers.

Nudie Jeans

• Why? Focuses on organic cotton denim, offers free repairs for life, and promotes fair labour practices.
• Financial Success: A well-established brand in the premium denim market.

Outerknown

• Why? Founded by surfer Kelly Slater, this brand emphasises fair wages, sustainable materials, and innovative eco-friendly practices.
• Financial Success: Growing steadily as an ethical alternative to mainstream surf and casualwear brands.

So, as a brand know that you do not need to choose between making money or making a difference— instead do both. It should never be an either-or conversation, because it is a partnership. One that is here to stay.? The question now is, how are you going to successfully bring both profit and purpose together in your fashion business?