"Catch up quick: Fast fashion makes it easy to buy cheap, trendy clothes. But some shoppers, especially those focused on sustainability, are shunning what they see as low-quality synthetics in everything from basics to luxury brands. Just this week, some Swifties were seeing red about Taylor's latest limited-edition cardigan, partly because it's made from a lot of plastic. State of play: Roughly 9,000 TikTok posts were tagged #NaturalFibers during the first half of 2025 - up more than 230% from the same time last year, according to data the platform shared with Axios."
"Most of the time, you find something you like and are disappointed when you check the care label, Colleen Kleinmann, a 'Fabrictok' creator, tells Axios. It's not just that clothes made of natural fibers biodegrade and are easier to recycle. A half-polyester sweater will wear out and 'look hideous' in three years, she says. Natural fiber fans want breathable, durable clothes that "feel beautiful on the skin and often transcend seasons," Caroline Belhumeur, creative director at Vince, recently told Coveteur."
Consumers focused on sustainability are increasingly avoiding synthetic fabrics and favoring natural fibers for basics and luxury items. Social media interest in natural fibers surged, with about 9,000 TikTok posts tagged #NaturalFibers in early 2025, up over 230% year-over-year. Natural fabrics are valued for breathability, durability, biodegradability, and easier recycling, and they often feel better on the skin and transcend seasons. Shoppers report disappointment when attractive garments contain synthetic blends that wear poorly over a few years. Affordable all-cotton options exist at mainstream retailers, and concerns about microplastics and health reinforce the trend.
Read at Axios
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