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As eco-conscious generations are becoming more financially stable, brands will need to keep up with increasing demand for sustainable fashion practices. Despite increased awareness about the importance of sustainability, the fashion industry’s environmental footprint remains significant. Approximately 30-40% of consumers indicated that they are concerned about sustainability-related issues and these consumers go out of their way to buy secondhand items or to look for clothing made with environmentally friendly material, such as recycled polyester or organic cotton. Research also shows that these consumers are willing to pay 15 percent more for sustainable options and is more likely to consist of urban millennial women with moderate to high incomes. In contrast, about 50% of the consumers are ambivalent about sustainability, while the last 20-30% emerge as a strong counterbalancing contingent. One factor that is likely holding these consumers back is a general confusion about the term sustainability. Customers rely most on brand websites and product tags when evaluating fashion brands and products. No shared understanding exists among consumers about what exactly sustainability means, which features matter most, or where to find information about a particular brand’s sustainability commitment. Therefore, at this moment a significant opportunity existsto deliver clear, straightforward information on fashion practices, both at and before the point of sale, as well as frictionless post purchase options that consumers can use to mitigate the impact of their fashion choices and go the sustainable/eco friendly way. This highlights a fertile landscape for the development of circular business model business concept, Bliss, because fashion will always be driven by a desire to seek novelty, a sustainability paradox is inevitable.