UK Shoppers Want Sustainable Fashion - But Can They Afford It?

UK Shoppers Want Sustainable Fashion - But Can They Afford It?

Sustainable style is more in demand than ever but for many UK shoppers, it’s still out of reach.

A recent Guardian feature revealed that 74% of UK shoppers want sustainable clothing, but 39% say it’s too expensive. As the climate conversation reaches the high street, cost has become the biggest barrier between good intentions and conscious choices.

What’s Driving the Shift?

From the climate crisis to fast fashion backlash, more shoppers are rethinking their wardrobes:

  • Environmental impact of synthetic fabrics and landfill fashion
  • Labour exploitation in ultra-cheap supply chains
  • A desire for fewer, better, more meaningful pieces

The surge in awareness is real and so is the struggle to make sustainable fashion accessible.

Vintage on the Rise

One workaround? Vintage fashion is booming, with a 15% growth in 2024 alone. Whether it’s charity shops, online resale, or curated vintage markets, more people are choosing pre-loved:

  • Lower environmental footprint

  • Affordable price points

  • Unique, trend-proof style

Vintage is helping bridge the gap between ethics and affordability and it’s making slow fashion look stylish, not sacrifice-based.

Brands Leading the Change

The good news? More brands are stepping up to make ethical fashion affordable. Names like:

  • Yes Friends – fair wage basics at high street prices

  • Rapanui – circular design, organic materials, made in the UK

  • Kohr – minimal, ethical, and designed for longevity

These brands are proving that price and principles can coexist — with transparency, tech, and smarter systems.

Why It’s Still Not Enough

Despite these efforts, sustainable fashion still skews premium. Small batch production, ethical labour, and eco-certified materials cost more — and without scale, those costs stay high.

But as demand grows, so does opportunity. With government incentives, circular manufacturing, and rental/resale models, the affordability gap can shrink.

Alewk.club’s Take: Sustainability Shouldn’t Be a Luxury

At Alewk.club, we believe sustainable fashion should be for everyone. That’s why we curate:

  • Accessible basics made with organic and recycled materials
  • Made-to-last pieces from UK producers and trusted wholesalers
  • Slow fashion staples that feel good, look good, and do good

We’re proud to stock Rapanui clothing and share space with brands like Yes Friends  because we believe change doesn’t have to cost the earth (or your wallet).

Sustainable style is a movement — not a price tag.

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