Sustainability has become more popular among consumers. However, while consumers call for more sustainable business practices, companies are still hesitant to implement sustainability, thus a content analysis was conducted. A collection of eighty comments from various sources were coded into units of analysis where patterns were identified in the data. A survey was also created and distributed to further determine consumers’ opinions on what sustainability means to them. The results of the content analysis and the survey confirmed that consumers care about sustainability. This study aims to teach businesses the importance of sustainability, and simple ways companies can start to make changes to their brand and methods. With this, the fashion industry as a whole can move one step closer to closing the loop.