The number of sustainable shoppers in the UK has increased by a third in the last 12 months. Customers are increasingly mindful of fashion waste and the supply chain. Though women are more for it than men, over two-thirds of UK shoppers are ready to ditch the wasteful nature of fast-fashion. They are choosing a more quality conscious approach to shopping and buying secondhand clothing and opting to recycle their cast-offs as well. Shoppers are moving away from fast fashion and there are new waves of consumers who are willing to invest in higher quality items, acknowledging that more expensive price tags might mean more mileage from certain items of clothing. In the past year, the number of people who favor clothes that will last has risen from just one-third to 51.4 per cent. On the other hand, in the same time period, the number of people in favor of fast fashion has lessened by 46.2 per cent. The fight against fast fashion and in particular against labels that peddle cheap, throwaway, trend-led clothing has gathered momentum.
Besides shopping at high streets, most fashion consumers are making more sustainable choices with their old clothes – with 71.3 per cent opting for clothing recycling rather than tossing them in the bin.