The case explains how the V. F. Corporation, a leading fashion brand, embedded sustainability in its strategy. The company adopted a three-pronged strategy to shift from a linear to a circular strategy, incorporated the usage of sustainability index, and worked towards improvement of the life of its employees and workers. Anna M. Rugarli, the sustainability director of V. F. Corporation, intended to settle sustainability issues faced by the apparel industry at large, as production and waste produced by the apparel industry, such as the release of methane gas and water conservation issues, has detrimental environmental consequences. However, in the past when competitors adopted the same strategy, they were criticized for greenwashing rather than any true sustainability initiative. What should Rugarli do to ensure V. F. Corporation’s moves are not viewed as greenwashing? What challenges are likely to occur and how should Rugarli resolve them?