Consumers have woken up to the environmental cost of fashion, but now they are changing their behaviour. Brands have no choice but to keep up! It’s time to rethink every step of clothing’s journey, from design to delivery.
Hello 2025! Over the past year, it has become clear that sustainability is no longer just a niche trend. Shoppers are far more aware of environmental and ethical issues; they buy less but items that will last. In 2025, we will see new tech and conscious choices collide. Let’s discuss exciting sustainable clothing brand trends set to dominate the market in 2025 and beyond.
What have we learnt from 2024?
It’s frightening to know that the fashion industry is responsible for producing around 92 million tonnes of textile waste annually. The UK generates approximately 206,456 tonnes of this, ranking Europe’s fourth highest producer of textile waste.
The fashion industry contributes 10% of annual carbon emissions globally. It’s impacts have far-reaching implications for both people and the planet.Â
Sustainable clothing brand trends for 2025:
- Circular fashion.
- Using biodegradable and eco-friendly materials.
- Greater transparency from the moment the order is placed.
- Rental and secondhand fashion.
- Tech integration.
- Inclusivity and durability.
Consumer behaviour has changed this year. Buyers want to keep costs down and be conscious of sustainability. We know ourselves; we are choosing quality over quantity now more than ever.
Sustainability isn’t just an ‘option’ anymore. Brands need to make sustainable changes and adapt at every level to thrive in the years ahead.
Rise of circular economies in retail
What is circular fashion?
Okay, so if you’re in retail, you may have heard the buzz around circular fashion. Circular fashion is part of the broader concept of the circular economy. It aims to keep products and materials in use for as long as possible and extend their life cycles through reuse, recycling, and regeneration.
So, forget the “take-make-dispose” models of fast fashion. This circular system minimises waste, reduces environmental impact, and promotes the idea that clothing and textiles should have a longer, more sustainable life.
What does this mean for brands? Less quantity, more quality! Brands must step up with their product design and adopt circular models.
Repairing and upcycling
Affordability is still the number one barrier to adopting a more sustainable lifestyle. In the past year, 55% of consumers chose to repair an item rather than purchase a new one, and 42% invested in longer-lasting products as the cost-of-living crisis significantly impacted consumer behaviour.
Repairing and recycling clothing saves customers money. It’s also a way for them to express themselves, be creative with clothing, and do the right thing for the planet simultaneously. The thrill of buying second-hand and embroidering it is second to none. (Or is that just us?)
We have seen quite a few brands introducing repair services. Levi’s offers repairs and upcycling. Their upcycling options are exciting because the customer can be more hands-on in the design process and create one-of-a-kind pieces, upcycling their old favourites into something new. Old jeans into a new skirt?
This trend will expand significantly by 2025, with more brands introducing “take-back” initiatives, where customers can return worn clothing for repair, vouchers or upcycling into new garments.
The second-hand trend
Founded in 2008, the platform Vinted has experienced remarkable growth in the UK. Its user base expanded from 1 million in 2020 to over 2.5 million by 2023, and transactions increased by 75% yearly. These popular online marketplaces for second-hand items are maintaining their position as leading platforms in the circular fashion movement.
Patagonia, for example, is proving this is possible to embrace. They even state on their website,
“Fashion is none of our business. We’ve never cared much for trends. Instead, we make gear that is multifunctional, repairable, and timeless—because the longer it stays in play, the better it is for the earth.”
The Worn Wear section on their website allows you to trade or buy used Patagonia clothing and other items.
Rental clothing
Luxury fashion brands have incorporated rental for a while. As consumers move away from fast fashion, rental platforms like Selfridges offer may see growth.
On a more accessible level, rental platform Hirestreet has partnered with fashion brand Asos to introduce the UK’s largest retailer-rental subscription service. You can access over 20,000 Asos products featuring over 50 brands when you subscribe. This is exciting, especially for fashion-conscious consumers, such as those in the Millennial and Gen Z demographics. These groups increasingly seek more sustainable and cost-effective ways to keep up with fashion trends.
Because consumers are looking to keep costs down while being conscious of sustainability, in 2025, we will likely see brands incorporate rental options into their business models.
Eco-design in product development
With this shift from “disposable” fashion, in 2025, brands must develop clothing and products with the environment in mind and aim to minimise negative impacts on the planet throughout their entire lifecycle.
Sustainable materials
Predictions show that brands will increasingly use sustainable materials like organic cotton, hemp, bamboo, and other recycled materials. In 2023, the global organic cotton market was valued at $10 billion and is expected to grow at a (CAGR) of 6-8% through 2025.
Technologies for producing “plant-based leather” and biodegradable textiles are advancing. By 2025, more brands may integrate these into their collections.
Low-impact manufacturing
Brands must consider designing products that require less energy to manufacture. Initially, sustainable manufacturing might increase costs. But, over time, energy savings, reduced waste, and renewable materials can lead to cost efficiencies.
Durability and longevity
Brands need to design products to last longer. Gen Z and millennials are driving this shift; according to a Deloitte survey, roughly two-thirds of Gen Zs (64%) and millennials (63%) will pay more for environmentally sustainable but longer-lasting products or services.
As a premier luxury brand, Stella McCartney is at the forefront of sustainability by advocating for eco-friendly materials. The brand creates timeless fashion with real longevity while respecting the environment.
By 2025, the emphasis on durability and longevity will become standard practice across the industry.
Packaging
We will see brands rethink their packaging. This is a simple change that can have a significant impact. We will see reusable garment bags, dissolvable shipping labels, and streamlined packaging designs. We already see digital solutions like QR codes to provide product information and minimise paper use.
Technological innovations supporting sustainability
Technology will also impact clothing brands! AI in fabric development will optimise resource usage, reduce waste, and predict trends based on real-time data. We expect to see brands embracing new technology to improve their sustainability.
AI and machine learning
AI can be a lot to take in. But when it comes to clothing brands, they are using AI for so many good reasons. AI will help brands predict trends, improve clothing design, predict customer demand, and allow for an efficient design process. Brands can also use AI to refine their supply chains, track real-time inventory, and reduce overstock. Virtual try-ons are expected to improve the customer’s experience, too.
IoT/smart clothing
Smart clothing is expected to evolve beyond fitness and health tracking, incorporating features like temperature-regulating fabrics, augmented reality (AR) capabilities, and interactive designs. Think Ray-Ban Meta glasses.
Brands like Levi’s are already exploring these innovations, and there’s a strong likelihood of future partnerships between tech companies and fashion brands. Garments could feature embedded sensors to monitor wear and tear, recommend care instructions, or alert users when the item is no longer repairable and should be recycled.
Transparency and ethical practices
Brands must be transparent and clearly show consumers how they commit to sustainability. This should include everything from ensuring fair wages and safe working conditions to using materials that are not harmful to the planet.
Supply chain visibility
Customers want full transparency when making clothing choices. They want to know who made them and the environmental impact of each step in the process. We predict more brands will use blockchain to provide consumers with a clear, verifiable record of the garment’s journey.
Fair labour practices
Sustainability concerns not only materials but also the people producing the clothing. Consumers favour brands that commit to paying fair wages, ensure safe working conditions, and empower workers.
Is sustainability a competitive advantage for clothing brands?
Sustainability is absolutely a competitive advantage! It isn’t a “nice-to-have” feature; it’s good for the planet and your business.
Consumers willing to pay more for sustainable clothing are also losing faith that they are making any difference. Clothing brands that show a genuine commitment to sustainability and are transparent with their goals will also build trust and stand out from competitors. Becoming more sustainable can also reduce costs, energy, and waste and improve brand reputation in the long run.
The growing regulatory frameworks surrounding environmental responsibility will only amplify these trends. Governments and international bodies continue to tighten environmental regulations, pushing brands to adopt sustainable practices.
Hopefully, you have found this article interesting or sparked a few ideas! Brands with sustainability at their core will no longer be the exception—they will be the norm. However, there will be challenges, and companies that fail to adapt to sustainable clothing brand trends risk being left behind. In 2025, we hope to see clothing brands drive innovation and consumer loyalty by prioritising the planet and people.
So, what do you think of these sustainable clothing brand trends? Will 2025 begin a new era of conscious fashion?
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