This research focuses on consumer awareness of the impacts of their laundering practices. We studied the apparel product lifecycle and the environmental impacts throughout and learned that the most significant environmental damage takes place during the consumer use phase. After relevant exploratory literature review, content analysis of online articles related to the environmental impacts of the consumer use phase of the apparel product life cycle, a subsequent online survey was administered. From our results, it can be concluded that consumers are still using harmful detergents and high energy use practices. In all, we believe that even though consumers are expressing interest in sustainability, they are not aware of the harmful impacts of their laundering practices.