Fashion and Ecology are a paradox where the demand for fast fashion life cycle clashes with the Sustainable product designed for a slower production cycle. Ever since collections have become increasingly fragmented into three to five cycles with mid-season flashes in addition to the two main collections, there can be as many as eighteen collections a year. ‘Here today, gone tomorrow’ has become the norm. This new “fast fashion” model has considerably changed the role of fashion consumers specifically, how and where do they buy. Twenty years ago, sustainability was not on the agenda of the fashion industry’s players. Today, sustainability forms part of their agenda, though the degree of commitment of the different players varies considerably. The aim of this research is to find of ways of reducing fashion cycles in discussion and field research with design houses, smart entrepreneurs, young designers and Fashion Enthusiast to make Zero waste fashion.