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Unravelling Brits' Discarded Fashion Habits: Insights & Solutions

In 2023, Brits discarded 116 clothing pieces, a 61% increase from last year. Our research delves into this issue and proposes solutions.

Over the past five years, discussions on fashion consciousness surged. However, sustainable wardrobe choices among Brits require more promotion.

Second-hand Shopping Preferences & Generation Divide

Despite increasing clothing disposal, wardrobes expand, indicating overconsumption. Nevertheless, 42% now buy second-hand, with sustainability ranking highest (38%).

However, over a third of individuals aged 55+ are buying less second-hand, perhaps due to fewer disposals.

When it comes to second-hand shopping, Brits agree that jumpers, sweatshirts and trousers are most likely to stand the test of time.

Surprisingly, Generation Z, perceived as eco-conscious, discards clothing excessively, raising questions about quality and second-hand purchases.

Reasons for Clothing Disposal

Faulty items, stains, and ill-fitting garments drive clothing disposal, highlighting quality and fit issues.

Towards a Sustainable Fashion Future

Promisingly, consumer behavior shifts towards sustainability. Yet, advocacy and education are crucial to combat disposable fashion and promote sustainable consumption and manufacturing practices.

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