A new study by British Wool shows 63% of respondents admitted to chucking clothes away which could have either been mended easily or taken to a charity shop.
According to the study, the average number of binned clothes amounted to six a month, or 72 a year, ending up in a landfill.
The study also suggests most British people (85%) are unaware of what our clothes are made from, despite 31% claiming they try to buy more sustainable items. British Wool says of those surveyed as many as 74% didn’t know that viscose was bad for the environment, while 62% were shocked to hear that nylon was a non-biodegradable synthetic.
More than half of respondents (54%) were unaware that polyester, which British Wool says is found in many fast fashion items, is made through a chemical reaction which requires more energy than most other materials – and through its manufacturing, can also cause pollution to the environment.
We were shocked to see just how many Brits still admit to throwing clothes away.
The report also showed as many as 56% were not aware that materials such as wool, recycled cotton and hemp were much better for the environment.
62% of respondents said it’s simply too difficult to avoid fast fashion these days, while 81 % said they would like to change their shopping habits yet simply don’t know where to start.
In response to the study, British Wool said: “We were shocked to see just how many Brits still admit to throwing clothes away and also the lack of knowledge about what their items are made from.
“Over half of Brits would like to make a conscious effort to wear more sustainable clothing – which is why we’ve launched the ‘what on earth are you wearing campaign’ to raise awareness of the sustainability benefits that British wool offers.
“Wool is 100% natural and renewable as sheep in the UK grow between 1 and 3 kgs of raw wool annually that must be sheared for the health of the animal. It is also 100% biodegradable and therefore does not contribute to micro-pollution in the ocean or on land.”
