The move toward sustainable garments is part of a bigger shift in how we think about our impact on the planet. It’s not just about looking good in our clothes anymore – it’s about making choices that benefit the environment and our long-term future.
As consumers and businesses become more eco-minded, apparel suppliers are focusing on ethical practices and more innovative strategies for fashion that go beyond the here and now.
“Younger buyers are transforming traditional buying habits and demanding a sustainable policy in every facet of the market, even beyond apparel,” says Milissa Gibson, sales director at Lane Seven Apparel (PPAI 630869, Standard- Base). “You’re also seeing a shift and revolution in the quality of sustainable garments, so you no longer need to sacrifice the feel or price as you once did.”
People of all ages are increasingly aware of the environmental impact of their fashion choices. A survey comparing the number of consumers who purchased sustainable products between 2021 and 2022 found that 90% of Gen Z consumers bought sustainable products, closely followed by 85% of millennials, 84% of Gen X and 78% of Baby Boomers.
“Gen Zers and millennials are most engaged with sustainability, prioritizing eco-friendly brands and practices in their purchasing decisions,” says Christina Marcantelli, sales enablement manager at S&S Activewear (PPAI 256121 Platinum), the No. 5 supplier in the PPAI 100. “Gen Xers and boomers have become more aware of the impact and are willing to invest in high-quality, timeless styles that are sustainable and made ethically.”
Several key factors come into play when considering what draws consumers to sustainable garments. The biggest is fabric content, Gibson says. “There’s a demand for recycled and organic materials, as well as traceability of the cotton.”
Recycling and production improvements can make the whole manufacturing process more efficient and less wasteful. “Brands investing in supply chain changes are making the biggest impact,” Marcantelli says. “Most brands’ major focus is reducing their carbon footprint and sourcing ethically made resources. An increase in recycled fabrics made from post-consumer waste has become more prevalent.”
Ethical labor is also a big component of sustainable manufacturing, according to Brayden Jessen, owner of Zome Design (PPAI 620548, Standard-Plus). “It’s important to treat workers with dignity to ensure we have a strong labor force continuing to produce quality garments for us,” Jessen says. “Your garments may be good for the planet, but are they good for the people making them?”
Picking the right decoration techniques for sustainable apparel also matters. Direct-to-film (DTF) printed transfers are increasingly popular due to their efficiency and eco-friendly benefits.
“The water-based inks used and the lack of harsh chemicals and solvents used for prep and cleanup can lend a more eco-friendly element than other decoration methods,” Marcantelli says. “With the evolution of print-on-demand and smaller programs becoming more prominent, we’re seeing less overconsumption and fewer items going to waste.”
Now that you know what matters most to consumers in sustainable apparel, here are some product suggestions to inspire you.
The Future Fleece Hoodie is a perfect choice for eco-conscious wearers. This regular-fit hoodie is crafted from 100% regenerated yarn, using sustainable materials from post-consumer waste and fabric scraps. The unisex style, available in core colors, features a two-panel hood, warm fleece lining and
dyed-to-match drawcords.
Lane Seven Apparel / PPAI 630869, Standard-Base / lanesevenapparel.com
The Trimark Rincon Eco Packable Jacket is crafted from 40% recycled materials, making it stylish and environmentally friendly. Additional features include breathable back vents, color-pop details and a built-in stuff sack for easy packing – ideal for travel or outdoor adventures. Plus, with 1% of each purchase donated to environmental nonprofits, buyers are supporting the planet in multiple ways.
PCNA / PPAI 113079, Platinum / pcna.com
The IZU Everything Performance Eco Polo combines fabric innovation with stretch, UV protection, moisture-wicking and antimicrobial properties for exceptional comfort and durability. Made from 85% Global Recycled Standard-certified recycled polyester, it’s designed for performance without compromising sustainability.
PCNA / PPAI 113079, Platinum / pcna.com
What better eco-friendly accessories can you offer clients than sustainable blankets and towels? New from Nomadix – a brand that creates lightweight, multi-functional towels and other accessories made using post-consumer recycled plastics – the Puffer Blanket (shown in arctic glow), a Festival Blanket (shown in multicolor stripes) and a Fitness Towel (shown in Copacabana mango) are ideal for sporting events, camping and fitness activities.
S&S Activewear / PPAI 256121, Platinum / ssactivewear.com
The SoftShirts Classic T-Shirt (shown in brick) is a 100% combed ring-spun cotton jersey tee that’s quarter-turned for a better fit. This sustainable tee offers a classic fit with double-needle stitching, bio-enzyme-washed fabric and a ribbed crewneck for added comfort. Made using bluesign-certified dyes and meets OEKO-Tex Standard 100.
S&S Activewear / PPAI 256121, Platinum / ssactivewear.com
The Unisex Tri-Blend Crewneck Tee combines 50% recycled polyester, 25% organic cotton and 25% modal for exceptional softness. Made from six recycled water bottles in ethical factories, this tee is a feel-good choice. “Brands like Allmade embrace a holistic approach to sustainability by not only using eco-friendly fibers in their garments,” Jessen says, “but also prioritizing the well-being of the people who make them and the communities they live in.”
Allmade Apparel / PPAI 743984, Standard-Base / allmade.com
Made with recycled materials, the Diverge Reversible Jacket is a reversible insulated coat that features a diamond-quilted polyester exterior with a PFAS-free water-resistant coating and a cotton-poly flannel interior. “The Diverge is a reversible shacket that offers two distinct looks in one garment with a classy quilting pattern on the outside and a cozy flannel on the inside for a rustic charm vibe,” says Michelle Chen, president of Fossa Apparel.
Fossa Apparel / PPAI 330885, Standard-Base / fossaapparel.com
The Horizon Fleece Jacket, constructed with plush bouclé fleece, offers warmth and softness with a light weight – and a lighter footprint, since it’s made with 20% recycled polyester fibers. Each jacket diverts 12 plastic bottles from landfills. Zippered side pockets and snap button chest pockets emphasize a utility-focused design.
Fossa Apparel / PPAI 330885, Standard-Base / fossaapparel.com
Nicole Rollender heads up New Jersey-based STRANDWritingServices.com.
