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Searches for “sustainable fashion” have spiked by 354%, highlighting renewed scrutiny around material choices.
In the lead-up to Fashion Weeks in New York and London, new data from A.M. Custom Clothing suggests 2026 could mark a turning point in how brands approach sustainable materials, as recycled garments surge in popularity.
The UK-based wholesale custom printer and embroiderer reports a 76% year-on-year increase in demand for garments made from recycled materials, while searches for “recycled polyester fabric” are up 83% in the past six months.
Alex Franklin, co-founder of A.M. Custom Clothing, said: “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.”
“Where functional clothing is a priority, brands can take a step in the right direction by 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.”
Despite this growth, organic cotton remains the material of choice for many brands, with volumes running at seven times those of recycled alternatives. The company says cotton’s familiarity, established certification routes and end-of-life recycling streams make it easier for brands to communicate credible sustainability stories.
Recycled polyester (RPET), however, is carving out a clear role in performance-led sectors. Searches for sustainable workwear and activewear have risen 64% and 12% year-on-year, respectively, reflecting demand for moisture-wicking and durable fabrics.
