Recently, a social movement aimed at protecting the natural world from harmful environmental practices to create sustainable living has gained increasing relevance. Sustainability is no longer just the responsibility of activists; it involves a broader ecosystem, including customers, manufacturers, investors, and governments. Efforts toward "greener" products are supported by the sustainability community. Meanwhile, the concept of sustainable fashion is broader than organic fashion. Although both seek to protect the environment, organic fashion focuses on Earth-friendly materials, while sustainable fashion emphasizes reuse and recycling. In examining environmental practices to create sustainable living, I will focus on the social aspects of this issue. This paper explores how these trends are evolving in Russia, specifically in the lives of city dwellers. With 74% of Russia's population living in cities, the high degree of urbanization leads to environmental pollution, powerful anthropogenic impacts on the biosphere, and public health issues. Seeking new urbanism and eco-friendliness, many Russians are adopting eco-friendly practices, such as buying eco-products, supporting eco-brands, and avoiding companies that show little concern for the environment. Ecovillages are one aspect of sustainability efforts, with over 500 established in Russia today. The environmental movement encompasses private citizens, professionals, religious devotees, politicians, scientists, and nonprofit organizations. I will discuss Russia's strategy for sustainable consumption and production, comparing it with the approach taken by the United Nations Environment Program (UNEP).