Sustain or skip? Malaysian students' take on local fashion

Malaysian university students from Generation Y and Generation Z are becoming more aware of the fashion industry's social and environmental effects, but they are also becoming more conflicted consumers. Encouraged by social media, cultural pride, and environmental education, interest in sustainable and local fashion is fuelled by awareness of labour exploitation, textile pollution, and climate change. In addition to supporting small, domestic brands that emphasise authenticity and moral behaviour, students are increasingly incorporating traditional textiles like batik and tenun into contemporary designs. Higher prices, restricted access outside of cities, misunderstandings regarding sustainability, and opinions about limited style, however, prevent broader adoption. Values are frequently overshadowed by financial limitations and the convenience of fast fashion. This article explores the motivators and barriers shaping Malaysian university students' attitudes, offering insights for stakeholders to foster a more sustainable fashion culture.