Demand for recycled clothing has increased by 76% year on year, reflecting a shift in how fashion brands approach sustainability and sourcing. New data from UK-based supplier A.M. Custom Clothing shows that while recycled materials are gaining traction, organic cotton remains the most widely used sustainable fabric across the sector.

The findings point to a broader transition in the fashion industry, where brands are moving away from relying on a single material solution. Instead, fabric choices are increasingly shaped by performance requirements, durability, and suitability for specific garment types.

Sustainability Returns to the Forefront of Fashion

Sustainability has regained prominence across the fashion industry in 2026, driven by ESG pressures and changing consumer expectations. Industry events such as Fashion Week have brought renewed attention to environmental considerations, while online interest has surged, with searches for “sustainable fashion” reaching a five-year peak, rising by 222% according to Google Trends.

Consumer behaviour is also shifting. Searches for “sustainable brands” have increased by more than 50%, indicating that responsible sourcing is becoming an expected part of brand identity. A.M. Custom Clothing reports a corresponding rise in demand, with a 76% increase in garments produced from recycled materials over the past year.

Alongside recycled fabrics, plant-based fibres have recorded steady growth over a five-year period. Linen volumes have increased by 73%, viscose by 54%, and lyocell by 42%. These materials are often associated with lower water use and biodegradability, which supports efforts to reduce long-term environmental impact.

Material Choices Driven by Function and Familiarity

Despite the rise in recycled inputs, organic cotton continues to dominate sustainable apparel production. According to A.M. Custom Clothing, organic cotton garment volumes remain seven times higher than those made from recycled materials, reflecting its established role in global supply chains.

The data suggests that familiarity and performance continue to influence procurement decisions. Organic cotton offers consistent quality and is supported by widely recognised certifications such as organic and Fairtrade, making it easier for brands to source and communicate to customers.

Different fibres are also being selected based on their functional properties. Lightweight materials such as linen and viscose are commonly used in warm-weather clothing and hospitality uniforms, while recycled polyester is favoured in applications that require durability, stretch, or water resistance.

This shift reflects a more nuanced approach to sustainability. Rather than replacing one material with another, brands are selecting fabrics based on how garments are used and how long they are expected to last.

Balancing Cost, Longevity and Circularity

The move towards performance-led material selection is also linked to changing consumer attitudes around value. A recent survey cited in the research found that seven in ten adults consider cost per wear when purchasing clothing, placing greater emphasis on durability and repeat use.

This has implications for how brands design and source products. Materials must not only meet environmental criteria but also deliver reliable performance over time. Longer-lasting garments are seen as a key factor in reducing waste and supporting more circular fashion systems.

As a result, sustainability strategies are increasingly tied to garment lifespan rather than material choice alone. This approach aligns with broader industry efforts to reduce overproduction and extend product use.

Industry Perspective on Evolving Material Use

Alex Franklin, co-founder at A.M. Custom Clothing, said the findings reflect a shift in how brands think about sustainability and product design.

“We’re seeing a clear shift in expectations around sustainable fashion. 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.

“Cotton remains the most widely used sustainable material because it fits established supply chains and carries recognisable certifications such as organic and Fairtrade. Its sourcing is also easier for brands to communicate, with established recycling and repurposing streams that extend a garment’s lifespan beyond first wear. 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.”

Franklin added that material selection is becoming more balanced as brands respond to both environmental and functional requirements.

“Brands can take a step in the right direction balancing both types of sustainable materials to create a considered clothing range. Sustainable fashion isn’t about one material replacing another — it’s about using the right fabric for the wearer to look, feel and perform their best.”

A Shift Away from Single-Material Solutions

The data indicates that the fashion industry is entering a phase where sustainability is integrated into product performance rather than treated as a separate consideration. This is reflected in the mix of materials being used, as well as the continued reliance on established fibres alongside newer alternatives.

While recycled materials are gaining momentum, their role is being defined by specific use cases rather than as a universal replacement. At the same time, the continued dominance of organic cotton suggests that existing supply chains and certifications still carry weight in decision-making.

This blended approach points to a more practical model of sustainable fashion, where environmental considerations are balanced with wearability, cost, and durability. It also reflects the complexity of transitioning to more circular systems within a global industry that must meet both consumer expectations and operational constraints.

As brands refine their sourcing strategies, the emphasis on material performance and longevity is likely to remain central to how sustainable fashion is defined in practice.