Weird Fish says it has seen demand for sustainable clothing rise over the last two years. Revenue from its collection of activewear clothing made from bamboo has reached £800,000 so far this year. That’s 35 times higher than the same period in 2019. Revenues were also 82% higher in the second quarter of this year than they were in the first quarter. Meanwhile, sales of its ‘eco macaroni’ range, made with organic cotton, recycled polyester and natural viscose, have doubled to almost £2m since 2019.
John Stockton, chief executive of Weird Fish, a Top350 retailer in RXUK Top500 research, says: “The dramatic increase in revenue from our latest sustainable ranges speaks for itself. Consumer sentiment toward womenswear and menswear is changing. In some cases, changing fast. Purchase decisions are increasingly being influenced by how consumers view a brand and particularly its approach to sustainability. Consumers are becoming much better informed and demanding more sustainable approaches.
“The negative environmental impact of fast fashion is now well documented, with many consumers aware that dyes in their clothing can be very harmful for the planet. Whilst working conditions along the supply chain often fall far short of the standards many British consumers would expect and want to endorse.”
The company sees other businesses reacting accordingly, sourcing sustainable materials and ensuring improved traceability in their supply chains. It boasts being the first UK retailer to replace plastic bags with bags made from grass pulp, requiring much less water to produce than plastic bags.
Stockton says: “It’s been crucial for us to introduce different sustainable materials into our ranges and clearly the demand is there. Organic and sustainable material can be more expensive than their standard counterparts, but we are committed to offering good value while driving the sustainability agenda forward.
“At Weird Fish, we’re certainly on the right path and see ourselves as the antidote to fast fashion. We’re very proud of our success this year, and expect to see significant growth in sustainable clothing into 2022 and beyond. Now, we would love to see more industry giants joining us in banging the sustainability drum.”