This research focuses on examining consumers’ perception and awareness of sustainable organic cotton practices. Specifically, we investigated the buying habits of the activewear and athleisure customer. Through exhaustive exploratory literary research, we conducted a content analysis of relevant source materials comprised of online articles and scholarly journals. We then administered an online survey with the goal of understanding what consumers value and seek out in athletic garments. After analyzing the subsequent data, we came to the conclusion that while consumers believe that synthetic fibers perform better, they are still likely to purchase cotton as they believe it to be more ethical to the environment. Our survey participants were more likely to purchase sustainable products even if it was more expensive because of their commitment to the environment. Additionally, we found that our participants wear activewear 4-6 times a week and wear it as everyday-wear 2-3 times a week. This means that consumers frequently wear activewear and, in general, our conscious of its fiber content and its environmental impact.