This research undertook a comprehensive exploration of South Korean Generation Z’s perceptions regarding sustainable fashion and the associated corporate practices. Adopting a quantitative approach, an online survey methodology was employed, leveraging the digital proficiency of Gen Z. The study spanned various domains, including demographic patterns, fashion consumption habits, sustainability awareness levels, perceptions surrounding eco-conscious fashion, and corporate green initiatives. A particular focus was placed on Patagonia, and the study of future consumption behaviors was conducted The data, sourced from 119 participants, elucidated intricate patterns. While the allure of fast fashion persists, an emerging consciousness for sustainable choices is evident. A substantial segment recognizes the ethos of sustainable fashion, yet there’s a perceivable gap between mere acknowledgment and profound understanding. Brands like Patagonia, with transparent sustainability endeavors, resonate positively with this audience. However, there exists ambivalence regarding corporate sustainability drives, accentuating a potential area for brand development. In conclusion, while Gen Z in South Korea navigates a matrix of trendiness, affordability, and product longevity, there’s an unmistakable tilt toward sustainability, paving the way for brands to weave genuine sustainable practices into their core strategies.