Purpose - The purpose of this research study is to explore sustainable issues in the fashion industry, and the achievement of sustainable development by putting into application the eco-friendly operational strategies as well as sustainable marketing strategies. Promoting sustainable fashion could increase the market share of "green clothes", achieve a higher recycling rate, and reduce the impact of pollution. This research is not only for organizations, but also relevant to individuals who are interested in sustainable fashion.Design/methodology/approach - The empirical study is based on the questionnaire survey. The data were obtained from a questionnaire handed out to a convenient sample in UK and China. With the information obtained, and after the scales validation process and factor analysis, both t-test and regression analysis have been conducted with regard to the hypotheses proposed from literature.Findings - Firstly, from the perspective of operational strategy, recycling is the end use of a product lifecycle. Increasing the textile recycling rate could reduce textile waste and create new market opportunities. Re-sell used clothes, as one of the most convenient recycling options, could be considered as profit-driven rather than environmentally friendly motivation. The premier recycling options such as re-design and modification are more popular among environmentally friendly consumers, although modification requires sewing skills and fabric knowledge. As a new market opportunity, the re-design solution package would increase consumers' interests in re-designing used clothes. However, consumers' behaviour towards "recycling" do not result in "buying green clothes".Secondly, in order to increase market share of eco-fashion, "green clothes" should be promoted via sustainable marketing strategies. The marketing strategy should be designed together with consumer values and attitudes, environment regulations, and information credibility. As a key element of marketing strategy, information credibility can influence consumers' behaviors in both recycling and purchasing Respondents with higher expectation on the product information, are more willing to purchase "green clothes". In addition, the economic crisis has great impact on the fashion industry, and it also reduces consumer expenditure and purchasing frequency on "green clothes". Research implications - Firstly, a sustainable marketing strategy, which suggests production and promotion with sustainable issues of the re-design solution package has been put into application. Secondly, in order to increase information credibility and availability, the research suggests using eco-labels that are required to be standardized in fashion industry.