BRITS are still relying on ‘fast fashion’ – except Gen Z – with a third worrying that pre-loved items might be ‘dirty’.
Research of 2,000 adults found 54 per cent are more likely to buy brand new clothing compared to pre-owned when refreshing their wardrobes.
A quarter prefer to buy new clothes so they can keep up with the latest fashion trends – with £3.9 billion set to be spent nationally on new items this winter.
One in five are also throwing their clothes in the bin to make space for new ones – contributing to 350,000 tonnes of clothes landfill per year.
However, adults under 24 are likely to buck this trend and get most of their clothing from second-hand outlets.
And while 36 per cent of those do so because shopping this way is more sustainable, for 46 per cent it’s simply much cheaper.
Luke Harding, general manager of AEG UK & Ireland said: “By caring for the clothes that are already in your wardrobe, and purchasing pre-owned pieces, everyone can do their bit, thereby helping to reduce the amount of clothes that go to landfill.
“We understand the importance of good clothes care and how this can help our favourite fashion pieces last longer.
"By washing less and using the right programmes we can not only look after our clothes better but also ensure we’re using less energy and being as sustainable as possible.”
The study also found a third of Brits will opt to buy new clothing instead of second hand because there is more choice, while 28 per cent find it easier to get clothes that match items they already own.
A further three in 10 don’t like the idea of their clothes having been worn by someone else before, and a fifth think it’s ‘too much effort’ to hunt through second-hand stores for gems.
More than one in three (36 per cent), however, believe they are buying more pre-owned clothes now than they did a decade ago, due to the social stigma reducing.
It also emerged that Brits have an average of three items in their wardrobe they have yet to wear, with one in 20 owning more than 10 unworn pieces.
Other ways Brits try and get sustainable with their clothing include putting their laundry through a ‘cool wash’ cycle, and only washing clothes when they really need it.
And half wait until there’s enough laundry piled up to do a full load instead of several smaller ones, according to the OnePoll figures.
Podcaster and slow fashion campaigner Venetia La Manna, said: “If you’re updating your wardrobe this winter, I’d urge you to consider buying at least one item from a pre-loved or vintage retailer, in place of buying new.
“By choosing pre-loved pieces of clothing that will stand the test of time, while also caring for clothes better, we can help shift the dial and decrease the amount of textile waste heading to landfill every year.”
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