In this project, we studied inter-fiber competitions between consumer preferences in the fashion industry. We conducted research using literature reviews and a content analysis with coded reviews. We coded 100 reviews based on whether they were positive or negative regarding the sustainable/fiber aspect of the product. We then used this exploratory research to conduct our own Qualtrics survey using the Snowball and Convenience methods. We gathered 33 survey responses that gave us a better understanding of consumer’s preferences when purchasing clothing. We found that consumer’s perceptions of the fibers that go into their garments are clearly influenced by an understanding of varying factors such as price and perceived quality. These findings are important for retailers to understand in order to maximize profit and customer satisfaction.