A new survey by Fashion Retail Academy in London reveals, shoppers are increasingly opting for sustainable apparels against fast-fashion. Around 39 per cent shoppers in the survey chose expensive clothing that would last longer over cheaper options that were more fashionable. The population polled was between the ages of 18 and 35, encompassing some Gen Z and some Millennial shoppers.

And younger shoppers seem to be slightly less interested in fast-fashion with those in the 23 to 26 cohort being five per cent more likely to buy expensive, long-lasting clothing than 31- to 35-year-olds.

As evidence of a trend away from throwaway apparel, Lee Lucas, principal of the Fashion Retail Academy noted that Patagonia, a brand with a lifetime guarantee on its products, has been growing steadily in popularity.