Thesis analyses consumer practices influenced by current social and environmental concerns under critical consumption and sustainability framework. Apparel choice and fashion consumption are part of everyday practices potentially encouraging welfare of environment and society in its conscious effort form. Postmodern era, charachterized by globalization, symbolism, diferentiation and individualization of consumption but also a global crisis and search for meanings, makes ethical and responisble consumer behaviour and practises viable for research within an individual consumer context as well as a broader sociocultural framework. Thesis thus contributes to undestanding of variety of practices consumers use in process, meaning and narratives of ethical fashion consumption, emphasizing ethical behaviour, decision making and symbolic social action. Bourdieu's field and capital theory upgrades ethical consumer behaviour contesting fast fahion consumption as fashion industry by way of alternative fashion consumption answers calls for grater sustainability and ethics in production and consumption. Thesis connects a casestudy of various ethical fashion concepts with regard to existing fashion industry's issues. The study shows how practices attributed to ethical clothing culture are used in identity construction, social status manifestation, and as a means to demonstrate openness to global cultural trends.