The aim of this paper is to investigate the attitudes of the students of the University of Zagreb about fast and sustainable fashion, the identity characteristics and values associated with these attitudes (symbolism of clothing), as well as the motivation for certain consumer behavior, i.e. the aim is to gain insight into consumer behavior. Also, the goal is to show the relevance of the topic of sustainable mode for social ecology because the social costs involved in the production of a fast fashion are not only harmful to the environment, but also to human health and human rights. The research was conducted through an online survey on a sample of 230 students of the University of Zagreb. The results show that some sustainability factors are more important to them than others, for example social sustainability, i.e. ethical working conditions, is most important to them. In terms of behavior, students pay more attention to, for example, paper and plastic recycling than to clothing recycling. What is interesting is that few students see the fashion industry as a major polluter, which shows little awareness of how much this industry damages the environment. This paper can be a good base for further research that can be carried out on the topic of a sustainable and fast fashion, in order to raise awareness of how big a polluter the fashion industry really is, and not only an ecological but also a social problem.