A recent study has shed light on the global landscape of sustainable fashion, revealing which countries lead in embracing environmentally friendly apparel choices.
The United Arab Emirates emerges as a standout, with a substantial 47% share of slow fashion revenue within its overall apparel market. Despite also holding a significant portion, 22.46% in fast fashion, UAE consumers demonstrate a clear preference for sustainable fashion indicating a strong shift towards more mindful consumption.
Countries | Apparel market | Fast fashion revenue 2024 | % of fast fashion in apparel market | Slow fashion revenue | % of slow fashion in apparel market | Shein search amount | Thrift stores |
| UAE | $10.55 billion | $2.37 billion | 22.46 | $5 billion | 47.393 | 140,000 | 2,000 |
| Estonia | $0.96 billion | $21 million | 21.88 | $43.91 million | 45.740 | 73,100 | 370 |
| Finland | $4.45 billion | $1.37 billion | 30.79 | $959 million | 21.551 | 156,000 | 2800 |
| Japan | $89.90 billion | $18 billion | 20.02 | $18 billion | 20.022 | 966,000 | 32,900 |
| France | $40.65 billion | $16.63 billion | 40.79 | $7.9 billion | 19.410 | 5,670,000 | 20,400 |
| Canada | $20 billion | $16.45 billion | 82.50 | $2.6 billion | 13.000 | 1,400,000 | 327,000 |
| Australia | $18 billion | $7.64 billion | 42.44 | $1.98 billion | 11.000 | 382,000 | 3600 |
| USA | $358.70 billion | $136 billion | 37.91 | $39 billion | 10.873 | 13,200,000 | 3,270,000 |
| India | $105.50 billion | $14.68 billion | 13.87 | $9 billion | 8.491 | 975,000 | 24,000 |
| Latvia | $849.50 million | $153 million | 18.01 | $41.8 million | 4.921 | 70,800 | 1300 |
Following closely is Estonia, where slow/sustainable fashion holds a remarkable 45% share in the apparel market. Estonia’s commitment to sustainable fashion is further underscored by its comparatively smaller engagement with fast fashion trends, as evidenced by lower search volumes for popular fast fashion brands.
Finland secures the third position with a balanced approach: 30.79% of its apparel market is dedicated to fast fashion, while 21.551% favours slow fashion. This equilibrium highlights Finnish consumers’ dual interests in both trend-driven and sustainable clothing options.
Japan ranks fourth, demonstrating a nearly equal consumer interest in both fast fashion (20.02%) and slow fashion (20.022%). The country’s significant searches for thrift stores indicate a growing awareness and adoption of sustainable fashion practices among its populace.
France follows closely, showcasing a 19.4% share in the slow fashion market, valued at $7.9 billion. Despite a substantial engagement with fast fashion brands, with over 5 million searches for the most popular brand, France also displays a notable interest in sustainable fashion alternatives.
Canada secures the sixth position, where slow fashion represents 13% of the apparel market, amounting to $2.6 billion. The country’s high search volume for thrift stores indicates a burgeoning interest in sustainable fashion choices among Canadian consumers.
Australia ranks seventh, with an 11% share of slow fashion in its $18 billion apparel market. The country exhibits a diverse interest in fashion as evidenced by searches for both fast fashion brands and thrift stores reflecting a balanced consumer approach.
In the United States, slow fashion accounts for 10.873% of the vast $358.70 billion apparel market. Despite a dominant presence of fast fashion, indicated by the largest search volumes for brands like Shein, the country also shows substantial interest in sustainable fashion, as reflected in high searches for thrift stores.
India ranks ninth, with slow fashion comprising 8.491% of its $105.50 billion apparel market. The country’s consumer preferences lean towards fast fashion, although there is a noticeable trend towards sustainable fashion, as seen in increasing searches for thrift stores.
Latvia rounds out the list with a 4.921% share in the slow fashion market within its $849.50 million apparel industry. The country demonstrates a higher inclination towards fast fashion, with a notable disparity in market share between the two fashion segments.
A spokesperson from Public Desire commented on the findings, noting the global trend towards sustainability in fashion and the varying regional dynamics influencing consumer choices. As awareness grows, these insights offer valuable perspectives on the evolving global fashion industry.