“Sustainability, as defined and measured in fashion, is currently an elitist, even imperialistic concept,” says Veronica Kassatly, analyst and consultant for data-based sustainability claims. In this four-part series, Kassatly examines how Western brands, consumers, and activists define the conversation around sustainability, based on their own interests and cultural values. She brings light to unfounded assertions about the long-lasting fiber traditions of wool, silk, and alpaca production in an effort to map out better solutions for moving toward “sustainable” fashion that is truly sustainable and socially just.