<p>Sustainability in the fashion industry has been studied from the perspectives of consumers and fast fashion dynamics, whereas independent ethical and sustainable retailers have not attracted much attention. The purpose of this research is to investigate which sustainable fashion attributes are important to independent sustainable fashion retailers, their value orientation towards ethical and sustainable fashion, and how willing they are to sell sustainable fashion products in a market dominated by fast fashion dynamics. An independent sustainable fashion retailers’ orientation model is presented with validation via a survey of these retailers, as well as in-depth interviews with sustainable fashion associations to contextualise their activity in the Spanish fashion system. Results show these retailers’ concerns about the equity, functionality, and exclusivity aspects of sustainable fashion contribute to their perceived value in selling sustainable fashion, which further predicts their intention to sell. Our findings provide insights for stakeholders such as policymakers to create appropriate policies and communications to motivate more independent retailers to sell sustainable fashion.</p>