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...Issn x doi jtsft journal of textile science fashion technology opinion copyright all rights are reserved by jana hawley right sized consumption should doughnut economics inform the and apparel industry university north texas usa corresponding author college merchandising hospitality received date september tourism unt published abstract one toughest challenges faces is how to size in a way that supports our environment while at same time sustains profitable businesses companies scrambling find balance meets this consumer shift endures demands shareholders capitalist marketplace embedded important economic political social issues major corporations measure their success stock market performance constantly strive sell more so happy on other hand consumers moving away from excessive behavior mindful approach honors substance sense purpose as occurs new model needs be considered allows flourish an where sustainability becomes than quantity sales concept paper inspire discussion itaa schola...