The sustainable clothing supplier saw a significant year-on-year shift towards environmentally conscious ordering, with sustainable, recycled and organic cotton sports clothing purchases up 17%.
The changes coincide with a 189% rise in total sports community orders, as clubs move away from focusing solely on technical, performance-first kit.
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In the last two years, so-called “athleisure wear” has seen a marked increase, with demand for versatile garments, designed for both sporting activities and everyday use, growing by 223%.
Within the company’s sports community segment alone, revenue has more than doubled year-on-year, increasing by 121%.
AM Custom Clothing’s data also points to a shift in garment choice. Clubs have increased orders for boxy t-shirts by 190%, zip hoodies by 178%, heavyweight t-shirts by 90%, and oversized fits by 69%, preferring styles that offer flexibility and comfort beyond the sporting environment.
As a sign of the changing expectations, the company notes that sports clubs are now prepared to wait longer for merchandise delivery in order to secure sustainable products.
AM Custom Clothing co-founder Alex Franklin said: “Sustainability has moved from being a nice-to-have to something clubs expect us to discuss from the very first conversation. Sustainability is factored first alongside quality, fit, and a design members actually want to wear on a Saturday afternoon. For customers who prioritise sustainability, the fastest option is not always the right one. In many cases, customers are willing to extend deadlines if it means securing the most sustainable product option available, ensuring the garments align with the values of their community and brand.”
Strong growth in emerging sports such as padel, Pilates, and Hyrox has supported this trend towards sustainable athleisure.
According to Google Trends data cited by the company, padel recorded a 317% increase in search interest over the last two years and scored the highest on the Sports-Fashion Interest Index at 66%. Pilates interest grew by 57%, while Hyrox rose by 26%.
Merchandise is also increasingly being used to support community identity and engagement. Clubs are launching online shops, expanding their product ranges and encouraging long-term member loyalty through clothing that extends beyond training sessions.
“The clubs creating the strongest merchandise programmes aren’t trying to sell kit. They’re building lifestyle brands people genuinely want to be part of. They’re focused on creating garments that members feel proud to wear regularly,” added Franklin.
While fitness trends blur the boundaries between sportswear and casual wear, AM Custom Clothing’s data suggests that British consumers now favour garments that allow easy transition from the gym to social or work settings.
Outside of the training environment, clothing is now an important element in club culture, reflecting the broader shift in the UK’s sporting landscape towards sustainable, lifestyle-driven fashion choices that reinforce member identity and cohesion.
