The Covid-19 pandemic crisis affected billions of people, and the measures to fight the virus, such as social distancing and quarantine, have made this event a catalyst for societal changes. In times like these, a well-managed micro brand can gain a decisive advantage: the small size of its structure presents more flexibility for quick decisions of change and adaptation. This chapter seeks to study some strategies adopted by sustainable fashion micro brands during the Covid-19 pandemic and understand how they were shaped or influenced by the pandemic and consumer behaviour changes. The theoretical framework considered the context of the pandemic and consumer behaviour. The research project studied six brands among the Portuguese sustainable fashion micro brands and gathered specific information using in-depth interviews with the brands’ managers. The results show that the difficulties brought by the Covid-19 pandemic inhibited the implementation of some of its strategic plans. It also opened new opportunities and strengthened its position in the digital market environment.