This research focuses on the fashion industry’s efforts to become more sustainable and how much water is used in the production of cotton clothing. The cotton industry relies heavily on the use of water to manufacture and produce cotton goods that are used for clothing. The overuse of water by the cotton industry is creating a severe water scarcity issue. Using an online survey method, we attempted to understand the general public’s knowledge of water scarcity and also whether they would be willing to pay more for clothing that are produced in a more sustainable manner. Analyses of the collected data showed that many participants were aware or somewhat aware of the impacts cotton had on the water scarcity issue. We also found that a majority of our participants were willing to pay more for sustainable clothing.