More shoppers are shunning fast fashion and making more sustainable choices, reveals poll

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New research from DYLON Dyes reveals a rise in eco-conscious consumerism in the UK, with more than three in four shoppers (77 per cent) claiming they are making more sustainable fashion choices.  

The survey, which polled 2,000 adult consumers from the UK, reveals that nearly half of respondents are changing their habits by donating old clothes to charity (49 per cent), repairing clothes (29 per cent) or giving them away to family and friends (23 per cent). Some Brits are also shopping on the high street less in favour of visiting charity shops (28 per cent); buying from online marketplaces and communities (15 per cent) or buying from car boot sales (9 per cent). 17 per cent are also up-cycling their clothes and reinventing their current wardrobe.

In the wake of the cost-of-living crisis, 47 per cent admit to being more sustainable to save money, 45 per cent to help reduce wastage and 21 per cent to tackle climate change. Additionally, research from the British heritage fabric dyeing company cites that TV has influenced one in five shoppers (22 per cent) in their decision to become more sustainable. 

The nation’s behaviours have changed over the years, with one in three (33 per cent) respondents saying they are being more sustainable with their clothing habits compared to five years ago.

Nasim Bagherian at DYLON Dyes comments: “Although the research shows how we, as a nation, are making great strides in terms of our sustainable fashion choices, our research also reveals that one in four people discard clothing when it fades and loses colour, with people throwing away seven items a year, on average, due to colour fade. To extend the life of your clothes, consider dyeing them as it’s an easy and sustainable way to give them a new lease of life.”