Summary
Oxfam’s inaugural State of Style report reveals billions of litres of water are being used to make clothes that sit unworn in Britain’s wardrobes. To mark Second Hand September, new research from Oxfam reveals the water used to produce the nation’s unworn clothing is equivalent to a lifetime’s supply for one million people – as 40% of people admit to wearing outfits once.
Details
The report highlights the hidden environmental cost of Britain’s fashion habits, revealing a cycle of impulse buying, one-wear outfits and clothing waste that is placing growing pressure on the planet’s water, energy and raw materials.
Key findings Britain’s unworn clothes waste enough water to supply one million people for life A third (32%) of the UK’s wardrobes have not been worn in the past year 4 in 10 Brits have worn an item of clothing just once.
The water hidden in those barely worn new garments would fill 88 billion single-use water bottles Almost two thirds (64%) have bought clothes they weren’t actively looking for after seeing them on social media, shopping apps or online shopping platforms One in five people (20%) still throw unwanted clothes away rather than donating, repairing or reselling them.
The findings come after parts of Britain experienced a second consecutive summer of drought, putting fresh attention on the vast amount of water embedded in the clothes we buy. From growing raw fibres to dyeing fabrics, manufacturing clothes requires massive amounts of water. Every unworn item represents vital resources already wasted, mostly taken from countries desperately fighting extreme drought.
Actor and second hand supporter Richard E. Grant, who appears in Oxfam posters for this year’s campaign , said: “We’ve already got too much of everything. Reusing and upcycling clothing – second-hand, vintage, call it what you like – just makes perfect sense.” “Original style isn’t about buying more.
It’s about finding pieces with a story, keeping them for as long as you can, and passing them on for someone else to discover.” Oxfam’s State of Style analysis suggests why so many clothes end up unworn, with Britain caught in a system of ‘more’, creating a real need to encourage more conscious shopping habits like choosing second hand.
It found: 59% admit buying something because it appeared in an app’s feed or recommendations Yet only 27% say algorithms or online recommendations influence what they buy or wear, suggesting many shoppers underestimate how digital shopping environments shape their choices Over half of Brits (51%) regret at least one clothing purchase from the past year.
Report source: Punchline Gloucester
