Demand for recycled clothing rises, but cotton remains dominant as brands rethink sustainability.
Fashion’s favorite concept is “no longer sitting in the margins,” according to A.M. Custom Clothing, as demand for recycled clothing accelerates and consumer interest reaches new highs.
New data from the UK-based supplier shows a 76 percent year-on-year increase in garments produced from recycled materials. Despite that growth, organic cotton volumes remain seven times higher than recycled alternatives—underscoring the industry’s continued reliance on familiar fibers.
The shift reflects a broader change in how brands are approaching sustainable sourcing. Rather than pursuing a single “next-generation” material, companies are increasingly selecting fabrics based on performance, durability and end use.
“We’re seeing a clear shift in expectations around sustainable fashion,” said Alex Franklin, co-founder at A.M. Custom Clothing. “Brands are thinking more seriously about circularity: not just how garments are made but how well they’ll last and perform so the wearer can enjoy them with a clearer conscience.”
Consumer interest is rising in parallel. Google Trends data shows a 222 percent increase in searches for “sustainable fashion” in the two weeks leading up to February’s Fashion Week, while broader analysis indicates interest has reached a five-year peak.
At the material level, meanwhile, growth is uneven. Plant-based fibers such as linen, viscose and lyocell have seen sustained increases over the past five years—up 73 percent, 54 percent and 42 percent, respectively—driven by their lower environmental impact and versatility across categories.
“As the most familiar, cotton is consistently the most popular,” said Franklin, noting that its established supply chains and recognizable certifications like organic and Fairtrade make it an easy sell for brands.
“Its ethical origin is also clearer for brands to communicate as a sustainable option, with established recycling and repurposing streams at the end of life, extending its lifespan beyond first wear,” he continued. “Whereas with recycled fabrics like polyester (RPET), its water repelling qualities and quick-drying nature is finding its place as a sustainable alternative in performance-led sectors, like sportswear and technical workwear.”
The UK company’s data indicated that brands are moving away from viewing sustainability solely as a material-substitution issue. Sourcing decisions are now more closely aligned with garment function, per A.M. Custom Clothing, with fibers selected based on product use. That shift, not to mention, is reinforced by changing consumer behavior. As cost-of-living pressures continue, shoppers are adopting a cost-per-wear mindset—prioritizing durability and steady performance over lower initial prices.
At the same time, regulatory scrutiny and ESG requirements are pushing brands to reassess supply chains and material strategies, embedding sustainability more deeply into product development.
Franklin said brands can balance sustainable materials for a thoughtful range. The key takeaway: Sustainable fashion is about selecting the best material for the wearer’s experience, not just swapping old for new.
“Where functional clothing is a priority, brands can take a step in the right direction, balancing both types of sustainable materials to create a considered clothing range,” he said.