This study explores how sustainable entrepreneurs in the ethical fashion industry make sense of firm growth in relation to their sustainability approach. Drawing from 60 interviews with entrepreneurs critical of overconsumption and overproduction trends, the research identifies four narratives of firm growth and sustainability: (1) green growth (2) purpose-driven growth (3) circular growth (4) slow growth. The narratives are shaped by entrepreneurs' understanding of sustainability and arguments regarding the use of material resources and the anticipated impact of firm growth. Finally, these understandings legitimize various scaling strategies. The findings contribute to the literature on sustainable entrepreneurship and firm growth by uncovering the multiple meanings of growth shaped by different sustainability perspectives.
