Jun 3, 2021
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Gen Z leads the way on sustainable fashion shopping - Superdry study

Jun 3, 2021

Forget fast fashion, it’s becoming all about quality clothing, especially for Gen Z consumers, according to a new survey from Superdry.


Well, that’s the theory. While the fashion retailer’s survey of 1,000 people across the UK found 59% preferred quality, sustainably-made clothing, it seems over a third of women and a fifth of men also said most of their clothes are still categorised as fast fashion. And fast fashion wardrobes were also the norm for almost half of those aged 16-24.

However, lockdowns did impact purchasing habits, with 21% of respondents saying they had purchased more fast fashion items since the start of the pandemic, rising to 42% among 16-24 year-olds. But this wasn't necessarily the norm, with 74% purchasing either the same amount or fewer clothes than they usually would have done over the past year. 

The good news is that, when it comes to sustainability, most people are now making clothing choices which are good for the environment. 

Some 62% of those surveyed reported recycling their old clothes, 43% said they actively look for ways to refresh their old clothes before buying new items and 34% reported wearing sustainably made clothing. 

But there's room for improvement, as 46% (rising to 57% for women) own clothes they have never worn.

And it seems 16-24 year-olds are leading the way when it comes to sustainable fashion. Some 46% said they’d purchased sustainable clothing, and they were the most likely to agree that their purchases are affected by the working practices involved in the production of their clothes. 

A Superdry spokesperson said: “It’s encouraging to see that consumers are becoming increasingly more mindful about sustainability and where their clothes come from.

“It’s certainly a step in the right direction, but there’s still a way to go when it comes to building a truly sustainable fashion brand”.

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