**Abstract**

Fashion industry evolves today as one of the largest yet among the top of the most polluted industries in the world. Fashion has become cheap and affordable; hence, the consumption has risen to an unsustainable level. Water and energy consumption, hazardous chemical usage, resource depletion, and waste generation are among the key environmental impacts created by the fashion industry. To foster the sustainability in the fashion industry, development of new business models that minimize the environmental damage is urged. This chapter reviews the possibility of a mass customization strategy to become a sustainable business model in the fashion industry. Seven key elements that could possibly enhance sustainability are discussed, and it is concluded that further advancement of technologies and growing consumer desires to purchase sustainable products will make mass customization a viable sustainable business model.

**Keywords:** fashion industry sustainability, mass customization, personalized fashion, sustainable fashion
