This study explores how sustainable fashion brands can encourage Gen Z consumers to consider social sustainability aspects during their shopping experiences. It examines the effectiveness of brand messaging around social sustainability in influencing consumer purchasing decisions. This research delves into the integration of social sustainability within supply chain practices, such as fair labor and ethical sourcing, and evaluates the transparency and accuracy of brands’ sustainability claims. This study employs a multimethod qualitative approach, incorporating interviews, focus groups, and observational research to gather comprehensive data on sustainable fashion branding and consumer behaviour in the context of the UK. This research utilizes thematic analysis to interpret interview transcripts, allowing for the identification of recurring themes and the extraction of insights related to the integration of social sustainability in fashion brands. The findings aim to provide insights into consumer psychology and offer recommendations for fashion brands to enhance their social sustainability efforts and consumer engagement.