For starters, Lyst claims that in 2018, searches for sustainable fashion increased by 66 per cent. According to their website, this search included keywords like “ethical brands” and ”econyl,” as well as ”organic cotton.” More specific searches like “sustainable denim” resulted in a massive 187 per cent spike in page views for the brands that offer it.
Another positive increase the data revealed was for the resale and recycling of luxury products, particularly trendy logo pieces. Lyst claims that “there has been a 62 per cent increase in searched-for vintage logo pieces from brands such as Fendi, Dior, and Louis Vuitton.” As Lyst notes, recycled fashion is one of the quickest and easiest ways for consumers to start becoming more sustainable, and with dozens of sites like DePop, Etsy, and theRealReal taking over, it’s never been easier.
Lastly, the data highlights some of the ways brands and celebrities are using their influence to increase visibility to both the problems of wasteful fashion and its solutions. While people like the Duchess of Sussex and Emma Watson have both successfully used their closets and platforms to bring awareness to the issue, brands like Patagonia, Reformation, and Stella McCartney are putting ethical fashion into practice.