Over the past decade, a significant shift has occurred in how we care for our clothing, moving towards slow fashion. Driven by a growing awareness of environmental issues and a desire for sustainability, many of us are moving from fast to slow fashion and adopting a more conscientious attitude. Here’s a look at some statistics and trends that highlight this transformation.
1. Increased Clothing Lifespan
According to a 2021 report by the Ellen MacArthur Foundation, the average lifespan of a garment has increased by about 15% compared to ten years ago. This shift is primarily attributed to a growing awareness of the environmental impact of clothing waste. We are now more inclined to buy quality pieces that last longer rather than frequently purchasing cheaper, disposable ones.
2. Rise in Clothing Repairs
The practice of repairing clothes has seen a resurgence. A 2022 survey by ThredUp revealed that 37% of respondents had mended their clothes in the past year, up from just 19% in 2012. This increase is partially due to the influence of social media movements promoting sustainability and the availability of DIY repair tutorials online.
3. Growth in Second-Hand Shopping
Second-hand shopping has become significantly more popular over the last decade. The GlobalData Market Survey for ThredUp reported that the second-hand market is expected to grow 127% by 2026, with more people than ever choosing to buy pre-owned clothes. In 2012, only 11% of consumers reported buying second-hand clothes. By 2021, this number had surged to 33%. Today, there are many online sites where people can sell their quality clothes, shoes, handbags, and more
4. Decline in Fast Fashion Purchases in favour of Slow Fashion
There’s been a noticeable decline in the popularity of fast fashion in favour of more slow fashion. According to a 2020 report by McKinsey & Company, 57% of consumers said they had made fewer fast fashion purchases than five years ago. This trend is driven by a heightened awareness of the ethical and environmental issues associated with fast fashion, including poor labour conditions and pollution.
5. Upcycling and DIY Fashion
The DIY fashion movement has gained traction, with more people engaging in upcycling—transforming old clothes into new garments to embrace slow fashion. The Journal of Consumer Research study indicated that 25% of consumers had tried upcycling their clothes in 2021, a significant increase from just 9% in 2011. This trend reduces waste and allows individuals to express their creativity.
6. Digital Influence and Education
Platforms like Instagram, YouTube, and Pinterest have been crucial in educating consumers about sustainable fashion practices. Hashtags like #SustainableFashion and #MendIt have millions of posts, and influencers dedicated to sustainability have amassed large followings. This digital influence has been pivotal in spreading awareness and encouraging people to adopt sustainable clothing habits.
7. Corporate Responsibility and Transparency
Brands have also responded to consumer demand for sustainability by increasing transparency and offering repair services. Patagonia and Levi’s have pioneered in-store repair programs and second-hand sales. A 2022 survey by Fashion Revolution found that 74% of consumers wanted brands to provide more information about the social and environmental impact of their clothing.
Conclusion
The past decade has seen a remarkable shift in how people care for their clothes. From increased garment lifespans and a rise in second-hand shopping to the resurgence of mending and upcycling, consumers are making more sustainable choices. These changes reflect a broader cultural shift towards environmental responsibility and ethical consumption, signalling a positive trend for slow fashion 🙂
“Wearing something 30 times instead of 3 is a small step toward a sustainable future.”
– Livia Firth
Livia Firth is one of the fashion industry’s most vocal and public advocates for sustainability, having founded Eco-Age in 2009.
