The dimensions of fashion consumption and sustainability will be mapped in this chapter to include motivations, drivers and outcomes from pre- to post-purchase stages, involving producers, consumers and policy makers. The chapter will question why, when and where are sustainable journeys activated; which are the most used channels for the consumer journey? Does intention and awareness always translate into purchasing behaviours? At what points on the journey can sustainable choices be made? What do consumers understand by a sustainability journey and what are the range of associated definitions? How important is transparency? Are all sustainability journeys the same or how do they diverge and why? Do demographics, gender or culture affect the journey? What is the future of the consumer journey regarding sustainability regarding online and offline engagement? The theoretical focus will critically examine fashion consumption habits set within the circular economy and will interrogate the sustainable use of resources in fashion shopping habits during the customer journey across the real and virtual sites of fashion consumption.