Extending the lifespan of clothing by strengthening the user-object bond is becoming a growing subject of research to reduce the environmental impact of the fashion industry. Meanwhile, mass customization, based on the use of flexible manufacturing systems and digital configurators, enables the creation of garments which are tailored to individual preferences while maintaining production efficiency, which seems to be an interesting avenue to explore a long lasting the user-object relationship. This study assesses the economic, and organizational implications of integrating mass customization into current value chains to reinforce emotional durability. It also critically examines the operational challenges, such as the logistical complexity and carbon footprint of customized production. This empirical analysis is based on a survey conducted in March 2025 with ten Quebec-based fashion companies involved in or exploring mass customization. Results indicated a strong perception of sustainable potential, especially regarding product durability and inventory efficiency. Moreover, there is limited consumer demand for personalization despite interest. These findings highlights the need for improved communication and operational streamlining. By focusing on the evolution of business models, this paper aims to inform both researchers and practitioners about the transformative potential of these approaches and proposes concrete pathways to support their adoption in the fashion industry.