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Organisational routines have held the curiosity of administrative sciences for decades proving to be an internal method for affecting organisational performance. Although, when looking into the fashion industry working towards sustainability, organisational routine theories fail to address how fashion brands can use routines for sustainability. The most common organisational routine theories generally identify what makes strong vs. weak routines, how they can affect organisational flexibility, and their effect on anorganisation’s capabilities. However, these theories have yet to identify how the fashionindustry can use theories on routines to work with sustainability issues. The fashionindustry is one of the highest polluting commercial industries, accounting for massiveeffects on social and environmental sustainability. The fashion industry’s effects on theplanet have made governments and regulatory bodies hold these brands accountable andemphasise the need to do more. Routines have the potential to affect fashion brandsinternally on creating new methods to target sustainability on a recurring basis.

Therefore, this study aims to understand what challenges may arise in routine emergence targeting sustainability objectives. With the use of a case study on a prominent Swedish fashion house, this study holds an in-depth investigation into the specific challenges teams experience in routine emergence.

The study was conducted through a case study, using qualitative interviews with multipledepartments within TFH. The study’s respondents work within a variety of teams accounting for many perspectives on routines for sustainability.

This study’s findings portray one main narrative for what challenges could be faced for firms using routine emergence to cultivate sustainable routines: essential elements for routine emergence. These findings provide clarity for the applicability, usefulness, challenges of routine emergence and maintenance within a luxury Swedish fashion house.This study concludes with a proposed framework to help managers and practitionersproactively address the challenges in routine emergence.