Fast fashion and brands' green claims made the news last year, but the state of sustainable fashion in the UK is still a hot topic. Here is where we are at.
Consumer Awareness And Demand
The long-running temptation of fast fashion is counterbalanced by the growing consumer interest in sustainable and ethically produced fashion, as a 2022 survey found that 25% of UK shoppers strongly wanted the industry to be more environmentally friendly [1] and, in 2024, 34% of Britons were most likely to by clothing from sustainable brands [2]. Looking at fashion in particular, last year, 81% of the population strongly believed in the importance of industry standards for high-quality clothing made to last [3]. These data alone show a clear shift in priorities among consumers.
Industry Initiatives
In response to this demand, the sustainable fashion market grew globally from £6.06 billion ($8.07 billion) in 2024 to £6.44 billion ($8.58 billion) in 2025, with an expected compound annual growth rate of 6.50%. Each region has its own nuances, with European markets merging sustainable practices and high craftsmanship. [4] Larger brands are increasingly adopting sustainable practices, but smaller, independent fashion labels are at the forefront of ethical production and slow fashion.
Independent brands such as Community Clothing, founded by Patrick Grant, focus on British manufacturing, natural materials and reducing waste, while Lucy & Yak promote transparency, ethical production and fair wages. Birdsong London creates clothing made by women makers, ensuring fair pay and sustainable materials. These brands demonstrate that ethical fashion can be both stylish and commercially viable.
Challenges and Criticisms
Despite positive trends, the UK fashion industry still faces significant sustainability challenges. A 2024 report revealed that less than 4% of designers participating in London Fashion Week had set emissions reduction targets [5], compared to 44% of all UK businesses. This suggests that profit often takes priority over environmental responsibility, leading also to false green claims.
Fast fashion remains a major issue, with brands like Boohoo and Shein continuing to drive overproduction and waste. Many large retailers are accused of greenwashing – making misleading sustainability claims without real action.
Policy And Regulation In The UK
The UK government has scrutinised fashion retailers like ASOS, H&M and Boohoo over their sustainability policies, with MPs questioning the effectiveness of voluntary commitments. The Environmental Audit Committee has warned that allowing brands to self-regulate could lead to a lack of genuine progress. The Committee also recommended that the Government amend the law to require companies to verify the environmental and social responsibility of their supply chains.
Advocacy groups like Fashion Revolution are calling for tougher regulations and systemic changes, addressing issues such as workers’ rights, economic inequality, and environmental damage. Their campaigns highlight the need for transparency and accountability across the entire supply chain.
Circular Fashion And Resale
The growth of circular fashion models, such as second-hand clothing, rental, and repair services, is a promising development, with 71% of UK brands and retailers including circularity initiatives as part of their 5-year strategy [6]. However, measuring their true environmental impact is complex.
Brands like The Seam offer repair services to extend the lifespan of clothing, while By Rotation and HURR provide fashion rental platforms, reducing the need for one-time purchases. These initiatives are helping to shift consumer behaviour towards more sustainable fashion choices.
Conclusion
While progress is being made, the UK fashion industry still has a long way to go in achieving true sustainability. Independent brands are leading the way with ethical and eco-friendly practices, but larger companies must do more to commit to real change. Stronger government regulation, increased investment in circular fashion, and a cultural shift away from fast fashion are all essential steps towards a more sustainable industry.
[1] https://www.statista.com/statistics/1382698/desire-for-increased-fashion-industry-sustainability-uk/
[2] https://www.clearchannel.co.uk/latest/the-rise-of-sustainable-consumers-and-how-to-market-to-them
[3] https://www.amcustomclothing.co.uk/2024/06/14/sustainable-fashion-statistics-60-statistics-for-2024/
[4] https://uk.finance.yahoo.com/news/ethical-fashion-market-report-2025-133700621.html
[5] https://www.collectivefashionjustice.org/climate-action-failure
[6] https://www.glossy.co/fashion/why-the-uk-fashion-industry-is-doubling-down-on-circularity-amid-challenges/
