As fashion brands and high-street retailers welcome autumn/winter lines to their stores, studies show that consumers are looking elsewhere to save money and reduce their impact on the environment. Between upcycling and recycling, the lifetime of clothes in the UK is growing as fast fashion’s reputation continues to falter.
With fast fashion battling greenwashing, changing consumer perspectives, and general rising lifestyle costs, upcycling continues to gather momentum as studies reveal that over half of people in the UK have upcycled or recycled clothing in the last year, suggesting that the UK is finding new ways of bringing life to pre-loved items.
Charlotte Russell, co-founder of Pawprint Family and mother of two, is seeing first-hand the changing approach to how we treat our clothes.
“We’re in the midst of a shift in how we think about and treat our clothes. The positive statistics regarding upcycling shine a light on new priorities for buyers as the newest trend is no longer the focus, but instead finding garments that last longer and save money in the long run.
“Any parents will attest to the high cost of children’s clothing – especially during the earlier years when they’ll grow out of something in a matter of months – and people are adjusting to this difficult period in a number of ways.
“Firstly, the rise in second-hand clothing apps like Depop and Vinted attests to the increased awareness in the economic and environmental challenges that come with fast fashion. With soaring popularity, people are finding clothes that are often higher quality, last longer, and are more beneficial to the planet.
“Secondly, people are getting creative with their clothing. Whether that’s through cutting, sewing, and tailoring clothes or giving their kids’ wardrobe a new lease of life with unique badges and customisation options, clothes are being given makeovers at home for cheap.
“Generally, we’re seeing people ditch fast fashion in an attempt to become more financially minded and environmentally focused.
“A combination of external factors are resulting in people prioritising recycling and upcycling, and with more and more research into the damage that fast fashion can do and cost of living remaining steep, it’s only set to become more popular.”
Centred around customising clothes and encouraging adventure and creativity, Pawprint provides thousands of free activity ideas and resources for leaders, teachers, and parents. Complemented by a range of collectible badges that help young people develop skills for life: from reading and sports to outdoor adventures and seasonal celebrations.