SFF26 is Back! Join the Sustainable Fashion Forum in Portland
The Sustainable Fashion Forum returns to Portland, Oregon, October 28–30, 2026, for SFF26.
From textile recycling to next-gen materials and supply chain transparency, the sustainable apparel agenda has spent the last decade building systems while largely overlooking the engine that fuels them: the consumer.
You can launch the program. You can build the infrastructure. You can do everything “right” internally and still watch adoption stall where it matters most.
The old playbook for communicating and marketing sustainability, which never worked at scale, is no longer just ineffective. It’s holding adoption back.
At SFF26, we’re closing the gap between systems change and behavior change, putting consumer behavior at the center of what sustainability teams build next.
“If you’re asking customers to take an extra step, return, scan, repair, pay more, or trust a claim, you’re in the behavior-change business,” said Brittany Sierra, Founder and CEO of the Sustainable Fashion Forum. “That means circular programs, product claims, and lower-impact offerings need to be engineered around how people actually make decisions, and tied to commercial metrics that justify continued investment.”
Over three days, SFF26 will bring together behavioral scientists, consumer psychologists, trend forecasters, and strategists from leading firms alongside senior leaders from across brands, retailers, suppliers, and infrastructure to define what drives adoption in practice, and to turn sustainability from well-built systems into consumer-used systems.
“SFF26 is built to move beyond case studies and into decision design. How programs are structured, how claims are communicated, and how adoption is measured,” said Sierra. “Whether you’re trying to increase participation in a program that already exists or designing a new one, the question is the same: what will make customers actually use it, and how will you measure it?”
Designing for adoption starts with the mechanics. Where friction shows up in the customer journey. SFF26 is built to map those moments, identify the decision points that matter, and translate consumer psychology into program design that performs in the market, not just in a slide deck.
It also means moving past vague ambition and into leadership-ready logic.
Sustainability teams are increasingly being asked to justify investment with commercial outcomes, not intentions. At SFF26, the work is not only to understand why people participate, but to give you the proof points and language to explain participation to the people who control budgets. The goal is to connect adoption to the metrics executives fund, including revenue, margin protection, and retention, so the business case does not collapse the moment priorities shift.
And because frameworks are useless unless they can be translated into Monday action items, SFF26 is designed to leave you with a clear way to apply what you learn immediately. Not generic inspiration, but a usable structure for pressure-testing your current programs or designing new ones with adoption engineered in from day one.
The industry has built the systems for the future. SFF26 is about unlocking the behavior that makes those systems work.
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The industry is building the systems for the future. At SFF26, we’re unlocking the behavior that fuels them
