A Review on Upcycling as A Strategic Marketing Tool for Sustainability in The Fashion Industry: A Critical Review

Kasma Manggala (University of Widya Mataram)
Bhenu Artha (University of Widya Mataram)
Utami Tunjung Sari (University of Widya Mataram)
Niken Permata Sari (University of Widya Mataram)
Antonius Satria Hadi (University of Widya Mataram)
Bahri Bahri (University of Widya Mataram)
Cahya Purnama Asri (University of Widya Mataram)

Multidisciplinary Journal of Education, Economic and Culture
Vol. 4 No. 2 (2026): September 2026

The primary objective of this study is to systematically evaluate, analyze, and synthesize prior research regarding upcycling as a strategic marketing tool for sustainability in the fashion industry.. This study employs a critical review methodology to rigorously assess the strengths, weaknesses, and methodological validity of selected literature, with the objective of identifying theoretical gaps and inconsistencies within the current body of knowledge. Main findings reveal that while the existing literature demonstrates strengths, such as comprehensive topic coverage, practical real-world brand examples, and a clear examination of greenwashing, it suffers from several significant critical weaknesses. Specifically, the findings highlight severe methodological limitations, an overreliance on non-academic sources, and a problematic conflation of strategic marketing with genuine sustainability practices.