Mindful materialism: “Sustainability isn’t a buzzword, it’s a systems shift”

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By Marcy Medina | for The SKUpe

While sustainability is just a catchphrase for some, for Jill Stein, “it became personal.” As the New York-based founder of fashion innovation consultancy Jill Stein Design, one service she offers is helping clients refine their wardrobes by shopping their own closets, as well as sourcing pieces from sustainable brands and resale platforms like The RealReal and Vestiaire Collective. Stein is currently teaching a younger generation how to be sustainable at the Vogue College of Fashion Summer School—leading immersive tutorial sessions that help students think critically about the fashion industry while building their own brand concepts. Says Stein, “After two decades in media, home and fashion, this role brings it full circle: it’s about guiding the next generation to think boldly, ethically, and creatively about the world they’re stepping into.”

What have you learned about Gen Z retail habits from your students?

What surprises me isn’t how different they are, but how quickly they adapt. They toggle between digital and physical worlds with ease. They care deeply about values and identity, but they’re also savvy about trends, resale and price. They’re not just shopping brands—they’re curating personal ecosystems. And they have zero tolerance for greenwashing, which keeps all of us in the industry more honest.

What led you to focus on sustainability?

I’ve seen firsthand how extractive systems—across fashion, media and even healthcare—impact real people. I recently completed a master’s in Futures and Design at ASU-FIDM (Arizona State University’s Fashion Institute of Design & Merchandising) and my thesis, The Box Project, explored circular design and augmented reality as a way to reimagine retail experiences and reduce waste. I wanted to investigate how we might design systems that give more than they take—whether that’s material resources or human energy.

What does sustainability really mean when it comes to fashion and retail?

Sustainability isn’t a buzzword, it’s a systems shift. It means rethinking the full lifecycle of a product: where it comes from, how it’s made, who touches it, how it gets used, and what happens at the end. For fashion, it also means addressing overproduction, labor equity and cultural longevity, not just swapping out fabrics for “greener” ones.

What are some steps retailers can take now that will make an impact?

Start by being transparent—internally and externally. Map your supply chain. Measure what you can. Reduce what you don’t need. Then, center education—help your customers understand the value behind your product. Gen Z isn’t asking brands to be perfect, but they are asking them to try—and to be real about where they are on the journey. You can do this cost-effectively through email and social media in addition to in-store events.

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The SKUpe is curated and written  by Marcy Medina and edited by Bianca Prieto