Merino wool trainers and sustainable denim among most searched for ethical fashion

Katie O'Malley
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Merino wool trainers and sustainable denim among most searched for ethical fashion

Weekday jeans and Allbirds trainers are among the most wanted ethical fashion products this year, according to a new report.

Global fashion search platform Lyst's latest report, Searching for Sustainability, has investigated how the growing popularity of veganism and increasing concerns over plastic pollution leading people to invest in eco-friendly alternative materials is affecting consumer's search for more sustainable wardrobes.

According to the findings, the company saw a 66 per cent increase in searches for the term “sustainable fashion” from February 2018 to February 2019, which included sustainable keywords such as “ethic brands” and "econyl" - a form of nylon that is made entirely from waste products.

Meanwhile, searches for the term “organic cotton” were up 16 per cent, year on year, while those for “vegan fashion” increased by 199 per cent since October.

"Over the past few years, the subject of sustainable fashion has grown from a small issue to something that more and more consumers care about," Lyst's ​fashion insights reporter Morgane Le Caer tells The Independent.

While it's unknown whether consumers interest, strong marketing campaigns, or powerful Instagram reach is to thank, Le Caer says "there is no denying that the mentality towards a more eco-friendly fashion is shifting".

The company's latest report ranks the most in-demand sustainable items across the company’s inventory of five million fashion products based on search and social impressions.

To compile the results, Lyst analysed the online shopping behaviour of more than 80 million shoppers over the past year, browsing and buying fashion across 12,000 designers and stores online.

The report also looked at social media metrics, taking into account multi-platform mentions of products, brands and related keywords, plus sentiment analysis.

It comes months after fashion houses including Victoria Beckham, Burberry, Versace, and Coach announced it would be banning fur and a month after Los Angeles welcomed its first Vegan Fashion Week in February.

From sustainable trainers and denim to vegan puffer jackets, click in the gallery above to find out the most searched-for ethical products this year.

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