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Report
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There has been a notable shift among the youngest Gen Zs, with 25% (+4ppts) buying fewer fashion items overall compared with 2024. This ties in with a similar increase in…
UK
Clothing and Fashion
Sustainability
simple
UK Fashion and Sustainability Market Report 2025
"Consumers increasingly want more durable fashion items and new regulations will drive brands to create higher-quality, longer-lasting products, transforming the market."
This report is designed to give an overview of the UK sustainable fashion market, covering concerns including, but not limited to: animal welfare, the impact of fashion on the environment, sustainability across the supply chain.
Sustainable Fashion Industry Statistics and Analysis
There has been a notable shift among the youngest Gen Zs, with a quarter buying fewer fashion items overall compared with 2024. This ties in with a similar increase in this generation buying second-hand fashion. The preloved fashion market has become increasingly crowded as online resale platforms, retailers and charity shops all vie for a slice of the pie.
There is a big say-do gap when comparing attitudes towards sustainability with actual changes to behaviour. While young people in particular tend to be environmentally conscious, they are less active in changing their fashion shopping behaviour.
New legislation mandating digital product passports will force the fashion industry to become more transparent by gathering data and improving supply chain traceability. This increased visibility will help empower consumers to make more informed purchasing decisions. The brands that are ahead of the game in their sustainability journey will benefit over the longer term.
Member of the UK Fashion and Textile Association? Save an exclusive 20% off this report and see the latest insights.
This Report Looks at the Following Areas:
The impact of new sustainability regulation and directives on the sector
Importance of sustainability when buying fashion items and the retail/brand attributes that align with sustainable garments
The divide between how consumers view sustainability and their actions, including levels of purchasing and returns, purchase of second hand clothing and donating items to charity
What consumers are willing to pay more for, such as durability and timeless designs
Attitudes towards sustainability and the role of fit and technology
Importance of sustainability when purchasing fashion items, Purchasing and return habits, Fashion shopping behaviours, Purchase drivers, Attitudes towards sustainbility
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EXECUTIVE SUMMARY
Opportunities for the Sustainable Fashion market
Moving forwards on the sustainability journey
Transparency – how DPPs can be a catalyst for innovation
Consumers want clothes to last longer
Technology advances will help sustainability efforts
Market dynamics and outlook
Market predictions
Preparing for Digital Product Passports
What consumers want and why
Three in five Britons see sustainability as important for fashion
Graph 1: consumers who consider sustainability important when buying fashion items, 2020-25
Big gap between sustainable intentions and actions
Durability is key for a sustainable brand
Graph 2: most important features for a fashion brand to be sustainable, 2025
Graph 4: attitudes towards sustainable fashion, by gender, 2025
Retailer activity
Reimagining the supply chain
Oxfam gives tips on vintage items
MARKET DYNAMICS
Market Drivers
Clothing inflation hit by discounting
Graph 5: overall CPIH and garment inflation rate, 2024-25
Women feel pressures of price rises
Graph 6: issues impacting consumers over the last two months, by gender, 2025
Impact of tariffs on fashion
De Minimis review could be a silver lining
Regulatory and legislative changes
Companies need to ensure compliance with new legislation
Preparing for Digital Product Passports
Brands need to adapt now
Industry wants UK-specific textile EPR system
Supply chain transparency to be phased in
WHAT CONSUMERS WANT AND WHY
Importance of sustainable fashion
Three in five Britons see sustainability as important for fashion
Graph 7: importance of sustainability when buying fashion items, 2020-25
Young place most importance on sustainability
Graph 8: importance of sustainability when purchasing fashion, by generations, 2025
Big gap between sustainable intentions and actions
Rise of Shein shows desire for low cost fashion
Graph 9: selected fashion retailers by year-on-year change in customer numbers within cohort, 2025
High earners see sustainability as most important
Graph 10: importance of sustainability when buying fashion, by annual household income, 2025
Most important attributes for a sustainable fashion brand
Durability is key for a sustainable brand
Graph 11: most important features for a fashion brand to be sustainable, 2025
Promoting sustainability in an era of ‘green hushing’
Rising interest in locally made fashion
Brands need to be honest about country of origin
Opportunities for fashion made in the UK
Young keen on items designed to be reused/recycled
Opportunities for circular design
Changing the recycling landscape in the UK
John Lewis launches fully circular knitwear collection
Brands expand recycled content
Nobody’s Child succeeds in being ethical and profitable
Level of purchasing and returns
Women are more likely than men to be high intensity fashion buyers
Gen Zs are highest intensity buyers, but young women are buying less
Graph 12: number of fashion items purchased in the last three months, by generation, 2025
Appealing to high intensity shoppers with high quality and trust
Graph 13: factors that would encourage high intensity fashion buyers to pay more for a fashion item, 2025
Young fashion shoppers return lots of items
Using rewards to disincentivise returns
Sustainable fashion behaviours
People become more frugal when fashion shopping
Graph 14: sustainable fashion shopping behaviours in the last 12 months, 2025
Younger adults buy fewer, better quality garments
Graph 15: sustainable shopping behaviours, 2025
Second-hand fashion also appeals to younger shoppers
Vinted has a very active customer base
Graph 16: online marketplace and peer-to-peer operators, comparison of customer metrics in the last 12 months, 2025*
Vinted customers also buy from value focused retailers
Vintage trend normalises preloved fashion
Retailers need to see resale as an opportunity instead of a threat
Standing out in a crowded resale market
Unwanted fashion sold rather than donated
Graph 17: sustainable fashion shopping behaviours, by generation, 2025
Asda facilitates fashion donations
Repairs grow among young women
Rise in repair services
Rental still niche, but can be added as an option
Shopping centres bring together circular services
Sustainable attributes that would encourage higher spend on fashion
Consumers are willing to pay more for well-made items
Graph 18: attributes that would make people willing to pay more for a fashion item, 2025
Durability is hard to measure
Primark launches Durability Framework
Trust in a brand is crucial for Gen Zs
Opportunities for honest storytelling
High resale value drives purchasing among Gen Zs and Younger Millennials
Designing clothes to last longer
Rethinking fashion design
Low willingness to pay more for aftercare sevices
Attitudes towards sustainable fashion
Improving fit is key to making fashion more sustainable
Graph 19: attitudes towards sustainable fashion, 2025
Sizing and fit tools can reduce returns
A coordinated approach to solving sizing inconsistencies
Tariffs make fashion sourcing more important
Empowering consumers through transparency
Graph 20: attitudes towards more information on environmental impact and eco-friendly certifications, 2025
B Corp looks to restore trust in certifications
How DPPs can add value for customers
Personalisation can help create a stronger bond with clothes
Graph 21: attitudes towards personalising fashion items, 2025
Making upcycling fashionable
Helping people rewear items and buy less
INNOVATION AND MARKETING TRENDS
Launch activity and innovation
Next gen materials
New fabric innovations
Reimagining the supply chain
LaundRe opens UK denim finishing hub
Designing circular garments
Advertising and marketing activity
Patagonia tells customers how to wash items
Oxfam gives tips on vintage items
Vinted launches New Again campaign
Crocs launches recycled shoe
APPENDIX
Report scope and definitions
Market definition
Abbreviations and terms
Consumer research methodology
Snoop SpendMapper methodology
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