Why hasn’t the market exploded (yet)?
I truly believe consumers are asking for sustainable products, yet demand for recycled textiles and garments hasn’t taken off. In my view, the reason is simple: there isn’t enough supply in the market; not enough recycled garments on shop floors.
Consumers are interested.
Surveys and statistics show consistent optimism. Even if we stay sceptical, market growth figures are solid enough to prove the trend is real.
Older generations care.
A significant segment of consumers in developed countries are ready to pay more for products that genuinely benefit the planet. The challenge lies in the widespread misunderstanding of sustainability, fuelled by vague or misleading claims. We are aware of the problem.
Younger generations are already buying differently.
Second-hand sales are rising sharply across Europe. Full stop.
Ultra-fast fashion pushes in the opposite direction, but policies and actions are starting to slow it down, with France leading the way.
Durability is not the barrier.
Some argue recycled fabrics are less durable, but that’s not the real issue. Most purchasing decisions are emotional before rational. And, in many categories, recycled fabrics perform on par with virgin ones.
Marketing hasn’t helped.
Misuse of communication tools has left consumers confused, unsure who to believe and what really makes a difference. Clear, transparent messaging must become part of the solution, not part of the problem. Traceability will be key.
Business is business, and everyone chooses how much risk to take. But there are industrial players, us, and a some others, ready and able to make it happen. The answer is simple: let’s push more, and keep doing more. It’s the only way to drive real transformation.
Nacho Bueno – Marketing Director
Some References:
- PwC Voice of the Consumer Survey 2024.
- BEUC, Fashion makeover report 2023.
- ThredUp Resale Report 2024.
- EPRS, EU textile waste & regulation study 2024.
- EEA Circular Economy Facts 2024.
- European Commission Green Claims Directive proposal.
