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The 5 Pillars This Entrepreneur Used to Build a Sustainable Fashion Brand SAIL label founder Jaewoo Ahn, on vital qualities a truly responsible fashion house will employ to brighten the future for both its workers and the planet.

By Mayur Patil

Opinions expressed by Entrepreneur contributors are their own.

These days, hundreds of brands, companies and organizations are focused on sustainability. That's great news in many respects, to be sure. However, the term's seeming iniquitousness also leads to confusion and questions about what makes something truly sustainable.

In fashion, for example, sustainability has become increasingly important, not least because that industry, according to the United Nations, is among the most polluting in the world; depending upon metrics, it can be ranked as the second most polluting, just after the oil sector. But how can one determine which labels are sincere in their environmental mission given the "greenwashing" in the industry — in which companies make claims that are misleading or unsubstantiated.

To help clear things up, here are some observations from SAIL label founder, Jaewoo Ahn, in which he discusses key factors to look for in an environmentally responsible fashion brand.