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This paper deals with the causes of the current low acceptance of sustainable fashion and textiles in Germany. In the academic debate a negative image of eco-clothing, which started to develop in the 1970s, is considered to be responsible for such unpopularity. The previous eco-clothing was notorious for its unfashionability and "eco-frumpy-look" and thus compromised its acceptance. In spite of ecological textile innovations and expanded ranges of clothing ranges, consumption of sustainable clothing has not improved in recent decades. The paper deals with the the image transformation of sustainable clothing and shows that today's consumers prefer clothes that are both fashionable and sustainable. Based on the results of our survey we discuss the shifting perception on sustainable clothing. The clichés of eco-clothing no longer apply, but there are new problems relevant to the production and consumption of sustainable clothing.