While the ‘Made in Sweden’ tag has long been synonymous with sustainability, 2025 has brought a sharp realignment in consumer priorities. A landmark December 2025 study from the University of Gothenburg, involving over 1,700 respondents, reveals that Swedes now prioritize health safety and labor ethics over broad environmental claims. Consumers are increasingly wary of the ‘toxic’ side of fast fashion, specifically targeting the elimination of hazardous chemicals in textiles as their primary concern.

The sustainability paradox: Willingness to pay hits a ceiling

The data highlights a significant ‘green premium’ cap in the Swedish market. While shoppers are willing to pay an additional 60–85 SEK ($5.50–$8.00) per garment to avoid the ‘worst-in-class’ production standards - such as poor working conditions or high chemical risks- their appetite for paying extra for ‘best-in-class’ sustainability remains low. This shift suggests that Swedish consumers increasingly view basic sustainability as a non-negotiable regulatory minimum rather than a premium add-on. There is a substantial willingness to pay to reach minimum ethical standards, but very few will fund further improvements, noted Daniel Slunge, Researcjer. University of Gothenburg,

Second-hand and circularity bridge the price gap

As economic pressures persist, the Swedish second-hand market has emerged as the industry's growth engine. In August 2025 alone, fashion resale turnover reached a record SEK 496 million, as consumers hunt for durable, pre-loved items to bypass the high costs of new sustainable apparel. The challenge for 2026 remains infrastructure: while the EU’s new Ecodesign Regulation mandates better traceability, Sweden’s recycling centers are currently overwhelmed, with textile waste collection in Stockholm jumping 60 per cent early this year. Retailers are now under immense pressure to fund the very collection systems they helped fill.