Gen Z leads the way on sustainable fashion shopping - Superdry study

By

Nigel TAYLOR

Published
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. 

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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”.