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Gloucestershire Business News

Superdry shoppers prefer sustainability to fast fashion

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.

Since the start of the pandemic, 21 per cent of Brits said they had bought more fast fashion, increasing to 42 per cent in the 16 to 24 age group.

Not surprisingly, the pandemic has also seen less people shopping for fashion - with 74 per cent saying that they bought either the same amount or less clothes than they usually would over the past year.

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.

Nearly half (46 per cent) had bought sustainable clothing, and they were also the most likely to be concerned about the working practices involved in the production of their clothes.

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