Organic cotton volumes remain seven times higher despite the demand for recycled clothing increasing 76% % year-on-year (YoY).
A.M. Custom Clothing’s research suggests fashion companies are rethinking sourcing strategies as they attempt to build more circular and functional clothing lines while responding to rising consumer interest in sustainability.
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Sustainability has returned to the forefront of the fashion industry in 2026, with environmental, social and governance (ESG) pressures continuing to hold brands to account and push production away from fast fashion trends.
Events such as Fashion Week have also put sustainability back in the spotlight, with searches for “sustainable fashion” reaching a five-year peak, increasing by 222% according to Google Trends.
Demand for sustainable fashion appears to be translating into sourcing changes. Searches for “sustainable brands” have increased by more than 50%.
Alongside recycled fibres, several plant-based materials have also seen strong growth over the past five years. Linen volumes rose 73% between 2020 and 2025, while viscose increased 54% and lyocell grew 42%.
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By GlobalDataThese fibres are often regarded as lower-impact alternatives because they typically require less water to produce and are biodegradable, thereby reducing long-term environmental impacts.
However, the research highlights that switching to more sustainable materials is rarely a straightforward one-for-one replacement. Instead, brands are increasingly selecting fabrics based on garment performance and longevity, as well as environmental credentials.
Despite the recent surge in recycled materials, organic cotton remains the most widely used sustainable fibre among brands.
Meanwhile, other fibres are gaining traction because of their functional properties. Breathable materials such as linen and viscose are widely used in warm-weather clothing and hospitality uniforms, while recycled polyester is finding a role in garments requiring stretch, water resistance or quick-drying performance.
Alex Franklin, co-founder at 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.
“Cotton remains the most widely used sustainable material because it fits established supply chains and carries recognisable certifications such as organic and Fairtrade. Its sourcing is also easier for brands to communicate, with established recycling and repurposing streams that extend a garment’s lifespan beyond first wear. Whereas with recycled fabrics like polyester (RPET), its water repelling qualities and quick-drying nature is finding its place as a sustainable alternative in performance-led sectors, like sportswear and technical workwear.
“Brands can take a step in the right direction 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.”
