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Over three in four Brits now making more sustainable fashion choices

Tom Bottomley
27 September 2022

Eco-conscious consumerism is on the rise in the UK with 77% of Brits – over three in four - now making more sustainable fashion choices, according to new research.

Almost half of respondents (49%) to a new study by DYLON Dyes said they are changing their habits and are now donating clothes to charity, with 29% repairing clothes instead of discarding them, and 23% giving them away to family and friends.

Brits are also being more sustainable by shopping on the high street less, with 28% now shopping in charity shops,15% buying from online marketplaces and communities, 9% buying from car boot sales and 17% upcycling their clothes and “reinventing their own fashion”.

Additionally, 16% have started selling more clothes and, in the wake of the cost-of-living crisis, 47% admit to being more sustainable to save money, 45% to help reduce wastage and 21% to tackle climate change.

As the sustainability surge gathers momentum, one in three (33%) respondents said they are now being more sustainable with their clothing habits compared to five years ago.

DYLON Dyes spokesperson, Nasim Bagherian, said: “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.”

The DYLON Dyes survey was conducted amongst 2,000 respondents aged 18-plus during August 2022.

DYLON has been making fabric dyes for use in the home for over 70 years to provide easy ways to add colour to fabrics.

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