The fashion industry has been identified as one of the most resource-intensive, on the one hand, and polluting, on the other. Some studies point to a consumption of 10% of total industrial water supply and 20% of industrial water pollution, with a tendency to increase. The numbers also point to 10% of the carbon emissions worldwide, with polyester being one of the most used fibers in the fashion market, responsible for 32 of the 57 million global tons. All these aspects led to the emergence of movements linked to the recycling and reuse of clothing items that became very popular during the Covid-19 pandemic, due to staying at home. Upcycling was disseminated on a larger scale and was the driver of a change in mentality in fashion consumption. The objective of this study is to understand the concept of sustainable fashion for young consumers. The main results indicate that young consumers perceive the concept of sustainable fashion associated with brands that use recycled materials in a system to make clothes or accessories, and also they think that sewing clothes at home, using items of clothing that we no longer use (e.g., customizing men’s shirts for women’s models) as a way of recycling helps sustainability. The sample also agrees that buying clothes that last longer, even if they are more expensive, can be a form of sustainability, although the agreement registered a lower value.