Three quarters of UK consumers aim to spend on higher quality fashion pieces in 2026

Almost three quarters (73%) of UK consumers are planning to invest in higher quality, longer lasting ‘investment’ fashion items in 2026.

That’s according to new data from Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor survey, conducted with 1,001 consumers in the UK.

Just under half (49%) of UK consumers have said they are willing to pay more for natural fibres such as cotton, and the vast majority of respondents (79%) said they preferred cotton, cotton blends and denim over other fabrics.

The preference for cotton was driven by comfort (67%), high quality (65%) and softness (64%), while 79% of respondents said they believed that cotton is safe for the environment.

Perhaps surprisingly, given the current economic climate and consumer caution magnified by this week's Autumn Budget, the report also revealed that 60% of UK consumers are feeling ‘very/somewhat optimistic’ about their financial situation going into 2026, up from 48% in 2023.

Andrea Samber, Director of Brand Partnerships for Cotton Incorporated, said: “Our comprehensive UK consumer data shows an increasingly optimistic consumer going into 2026. We are so pleased to see an increased focus on comfortable and durable clothing and an increased willingness to invest in natural fibres such as cotton.

“Cotton is a wonderful natural fibre with strong attributes and deserving of the extension of its life through recycling efforts like the Cotton Lives On programme.”

The survey data also found a quarter of survey respondents (25%) are planning to change the way they shop for clothing to reduce the environmental impact of their purchases, a significant increase from 2023.

Additionally, 20% stated they only purchase what they consider to be sustainable clothing, another increase from 14% in 2023.

An ever increasing collective of UK fashion brands and retailers are now participating in the Cotton Lives On recycling programme. They include Margaret Howell, Bianca Saunders, ME+EM, Paige, Charles Tyrwhitt, &Sons, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie and The White Company.

The Cotton Lives On programme diverts old cottons from landfill and transforms them into mattresses for people at risk of homelessness.

To date, the Cotton Lives On recycling programme has collected approximately 8,000kg of cotton in the UK and provided over 100 roll mats. Each new roll mat contains the equivalent to 45 cotton T-shirts.