UK Scores Highly As Sustainable Fashion Hub
When it comes to embracing sustainable fashion, the UK averages a search for ‘sustainable fashion’ every 8 minutes, beating other Europe’s fashion hot spots and grabbing a second spot, right after Germany.
Fashion brands and retailers are attempting to meet rising demand for sustainable clothing, and make it easier for consumers to shop sustainably. The coronavirus pandemic directed more shoppers online and Europe’s leading online fashion platforms like Zalando want to enable their customers to positively contribute to the wellbeing of people and the planet through their fashion choices.
“The customers tell us that they care deeply about sustainability, but they struggle to translate their values into actions when they go into stores or shop online. If we really want to close the long-existing attitude-behaviour gap in fashion, the fashion industry and our consumers have to come together”, says Kate Heiny, Director of Sustainability at Zalando.
What is sustainable fashion and how can consumers shop for it?
The research conducted by Zalando shows that the biggest blockers the customers face when shopping for more sustainable fashion are complexity and trust. One in every two customers doesn’t understand what sustainability means for fashion.
Rebecca Morter, CEO of sustainable brand-curation platform Lone Design Club, explains:
“The first step to sustainability is transparency. We urge all customers to look into the products they purchase to make sure it aligns with their values. Check the ingredients or the composition of the materials, check where the items are made, what packaging do they use, what stance does the brand take and does this align with your values as a customer? A transparent brand will have all this information and should be happy to provide everything you need.”
Fashion retailers understand customers’ need to feel emotionally connected to sustainability issues in a fun and positive way, so they become motivated and invest their time to dig deeper and understand the impact of their choices. Zalando is no exception, as it launched sustainability filters on their website for women’s dresses. The sustainable fashionista can now see whether a garment meets sustainability criteria.
Top tips on how to shop more sustainably:
- Will you wear it again and again?
When you’re on the edge of buying something, ask yourself if you can wear it on more than a few occasions and if it matches up with other items in your wardrobe. If not, put it back.
- A garment for all seasons?
Try to steer clear of items that aren’t versatile. For example, if you live in the rainy UK, you know you won’t need a whole collection of strappy sandals.
- Do your homework
As brands come to recognise the importance of ethical practices, it’s becoming easier and easier to find out which brands operate sustainably. Do a little research and create a list of sustainable labels.
- BYOB (bring your own bag)
We all know that some shops go big and bold with their bags. After all, it’s a great way for them to advertise. But it’s not so great for the environment, so take your own tote bag as a greener alternative.
- Go vintage
Just a little digging can unearth some real second-hand gems, and you won’t be adding anything at all to your carbon footprint. As a bonus, you’ll get more items for your money.
What causes can sustainability-conscious shoppers support?
Keen to help reduce the impact of fashion on the environment? There are countless places where your old clothes can find a new home:
- Clothes Aid post collection bags through your door and donates the profits to their partner UK charities
- British Heart Foundation runs a free collection service for clothes, with donations funding life-saving research
- Salvation Army clothing banks are located all over the UK. All donations are reused, recycled or re-sold to support their many projects
- Enter your postcode into this Find a charity shop tool to see all the charity shops within five miles of your home
