Sustainable fashion is being sought more than 80 percent
more often this year than in the previous year. In an international comparison
of the countries that are most looking for fairly produced clothing, Germany
secured third place.
The fashion search engine Lyst has analyzed which products
and brands German fashionistas are looking for. In addition, it was examined in
which countries sustainable fashion is most in demand.
These sustainable denim brands are the most popular
For a long time, it was considered very difficult to find a
fairly produced pair of jeans. Nowadays, for example, Nudie Jeans, Rag &
Bone and Levi's offer various sustainable models and are among the most popular
denim brands. The German label Closed and Kings of Indigo are particularly in
demand (search queries increased by 308 and 275 percent compared to the
previous year). With Re / done (13th place), Reformation (14th place) and
Armedangels (15th place), three newcomers made it into the ranking this year.
Sustainable fashion is so popular in
a country comparison (graphic: obs / Lyst / own illustration)
The most popular are
sneakers, down jackets and bags
The ranking of the most popular products is led by the vegan
Stan Smith sneaker that Stella McCartney developed together with Adidas. A down
jacket by Tommy Hilfiger (second place) and a black shoulder bag by the Slovak
label Nehera (third place) also convince the environmentally conscious
shoppers. Overall, the top ten is dominated by bags, sneakers and jackets.
Sustainable fashion is most frequently searched for in these
countries In an international comparison, fashion enthusiasts Germans search
for sustainable fashion online the third most frequently. Only Finland (first
place) and Denmark (second place) ask for this more often. Of the 30 countries
examined, Russia, India and Bulgaria are least interested in fair and
environmentally friendly clothing.
Katy Lubin, communications director at Lyst, comments:
“Sustainability is also becoming increasingly important in the fashion
industry. This is not only due to the fact that many young labels produce
fairly and ecologically, but also to the enlightened buyers who demand exactly
that. The majority of people looking for fair denim brands are between 18 and
34 years old. Millennials question exactly where and how their clothes are
produced and place more value on fair production conditions than on fast
fashion and the latest trends. "
All data of the analysis are
available under this link .
That is the basis of
the investigation
In order to determine the most relevant brands and products,
Lyst examined the online demand of five million shoppers for fashion items from
over 12,000 designers.
