Cheltenham-based Superdry has found that an increasing number of shoppers are cutting down on fast fashion in favour of more sustainable choices.
Superdry surveyed 1000 people across the UK, with 59 per cent preferring sustainably made clothing, as reported by Retail Gazette.
But the survey also found that not everyone is ready to make the change - with over a third of women and a fifth of men surveyed admitting that most of their clothes are fast fashion.
The survey showed that shoppers are thinking more about the lifecycle of their clothes. Sixty-two per cent said they recycle their clothes, while 43 per cent try to find ways to refresh their old clothes before buying new ones and 34 per cent said they wear sustainably made clothing.