Consumers are gradually learning sustainable lingo.
Global fashion search platform Lyst released its latest report, “Searching for Sustainability,” Monday, ranking the hottest sustainable products across Lyst’s inventory of 5 million fashion products from 12,000 designers and stores based on search and social impressions.
Since 2018, Lyst reports a 66 percent increase in searches for sustainable fashion, which included sustainable related keywords like “ethical brands” and “econyl.” Searches for “organic cotton” increased 16 percent year-over-year. Meanwhile, searches for “vegan fashion” increased 119 percent since October, particularly when it came to searches for footwear and bags.
And as consumers become better acquainted with the sustainable alternatives available on the market, and it becomes easier to shop for eco-friendly products, Lyst predicts that by 2020, 10 percent of all fashion purchases on Lyst will be made with sustainability in mind.
Starting with the classics
Footwear and denim are proving to be two popular entry points into sustainable fashion for consumers and brands.
Among Lyst’s ranking of the most searched-for sustainable products, Stella McCartney ranked No. 1 with the Stella McCartney x Stan Smith Faux-Leather Sneakers being the most wanted sustainable sneakers right now. Lyst said searches for Stella McCartney have gone up by 21 percent since the shoe was launched last September.
French sneaker brand Veja continues to feel the effects of Meghan Markle wearing their V10 sneakers in October. Searches for the vegan sneaker spiked 113 percent year-over-year since the royal seal of approval. Meanwhile, searches for Allbirds, which introduced footwear made with Tencel last March, have grown by 170 percent year-over-year, according to Lyst.
Demand for sustainable denim is also growing. Ranked No. 4, Weekday jeans made from 100 percent organic cotton were the most wanted jeans among sustainable denim this year, leading to an 80 percent increase in searches from September. Searches for “Weekday jeans” have seen an 80 percent rise in searches, while demand for the brand has increased by 72 percent year-over-year on Lyst.
Repurposed denim maintains its cool factor, worn by a celebrity pack of “It” girls, including Kaia Gerber, Gigi and Bella Hadid and Emily Ratajkowski, searches for Re/Done have increased 16 percent year-over-year. The brand’s Originals High-Rise Stove Pipe, made from upcycled vintage Levi’s, has been a favorite.
Lead by Patagonia, the outdoor market continues to be a source for sustainable innovation. Searches for the brand have increased 66 percent over the past six months, with customers responding to its strong values and ethics, Lyst reported. Patagonia’s Classic Retro-X fleece jacket has been a hot item in men’s products, while its 100 percent recycled polyester and water resistant Nano Puff Hoody jacket tops the list for women’s most wanted ethical products.
A vegan leather puffer coat helped put contemporary women’s wear brand Nanushka on the radar of ethical fashionistas this winter. Worn by Kendall Jenner and Gigi Hadid, and spotted at fashion weeks across the world, searches for the brand’s Hide vegan leather puffer jacket increased 30 percent on Lyst since the start of the year.
Arket’s profile among sustainable-minded consumers is rising, too. Lyst reports that the brand’s fishtail parka made entirely from recycled material has been the Arket’s most searched product for the past year. Online searches for the brand itself have also been increasing, with searches for “Arket Parka Coats” increasing by 56 percent since October.