Sustainable Activewear: What Makes It a Trend to Follow?


Consumer demand for sustainable fashion is at an all-time high. Brands, manufacturers, and retailers are scrambling to meet the needs of their customers who want more ethical clothing options. In fact, according to a survey, 84% of consumers said they would be willing to pay more for a product that was made from sustainably sourced materials; and 32% said they would be willing to pay more for sustainably made clothing, including activewear.

As a result, many sustainable fashion start-ups have gained momentum as consumers become less tolerant of mass-market brands that lack transparency.

What Is Sustainable Clothing?

Sustainability involves protecting the environment and reducing negative impacts. It is achieved through sustainable practices, which include using natural renewable resources, recycling, reducing energy consumption, treating employees fairly, monitoring suppliers for ethical practices, among other things. There is a rising demand for sustainable clothing, which is also referred to as eco-fashion.

Here’s what makes sustainable loungewear such a success:

1. Strong Market Demand

Sustainable fashion is on the rise and clearly, there is a change coming through. But what is even more compelling than the large numbers of people willing to pay more for ethical clothing is that their demand does not seem to be slowing anytime soon.

About 53% of consumers agree that they actively try to buy ethically made clothing and home products, and 84% believe companies should produce quality merchandise that doesn’t harm the environment. As a result, retailers must respond by stocking more sustainable fashion options, so their customers won’t go elsewhere.

2. Growing Awareness Within the Industry

Even within industry standards such as GOTS (Global Organic Textile Standard), consumers demand more transparency.

So how do brands keep up with their customers’ increasing demands? They must stay ahead of the curve, which means catching up on production trends and adapting to their customers’ expectations.

Fortunately, many sustainable fashion start-ups are taking advantage of this growing demand for ethical clothing by offering innovative products that incorporate new technologies. By doing so, they can create more sustainable options that meet industry standards and offer customers what they truly want: quality and transparency.

3. No More Focus on Perfection

The idea of “perfection” is subjective and has an ever-changing definition. So how do brands keep up? The key is to think about sustainability in terms of the entire lifecycle of their products, not just production.

Sustainable fashion start-ups turn “perfection” on their head by using recycled fabrics, innovative technologies that save resources, and fair-trade practices.

This ensures that their products meet environmental standards while also meeting the needs of their customers. These brands show off a product’s true colors (literally) and prove to customers that they don’t have to sacrifice design if they want ethical fashion.

4. The Need for More Durable Products

Consumers are also demanding more durable clothing, which means they’re willing to pay more money for it. Sustainable activewear has become increasingly important because consumers are now less tolerant of poorly made products that are just going to fall apart soon after they purchase them.

According to a study, durability is one of the consumers’ top reasons for purchasing sustainable fashion, second only to ethical manufacturing practices. So, people want high-quality pieces that won’t fall apart after only a few washes.

5. The Rise of Transparency

The demand for transparency has been on the rise for several years, and with good reason.

Sustainably made apparel is sourced from materials that are cruelty-free and use less water and energy during manufacturing and emit fewer greenhouse gasses. Many brands even work with suppliers who give their employees fair wages and safe working conditions. By making this information easily accessible to consumers, companies increase awareness about what ethical fashion means.

6. Innovation Is Crucial

Brands can use innovative designs and materials and be more knowledgeable about how those items will impact the environment during their entire life cycle. That way, they can minimize their carbon footprint and offer a responsible product at an affordable price point for consumers. Such awareness can have a significant impact on their brand value too.

Sustainable fashion needs to go beyond the set standards and become a regular part of the fashion industry to be effective. It offers something not achieved with other sustainable alternatives, such as using recycled materials or repurposing things like discarded plastic bottles into clothes. Sustainable activewear needs to focus on quality and transparency to gain consumer trust and stay ahead of the curve.

So, while it is becoming increasingly difficult for brands to meet the rising standards of their customers, it is also an opportunity that cannot be wasted. Brands willing to invest in innovative technologies can succeed by creating high-quality products that embody sustainable values.

Written by Megan Taylor
Megan is a beauty expert who is passionate about all things makeup and glam! Her love for makeup has brought her to become a beauty pro at Glamour Garden Cosmetics.