Survey Finds 72% of Shoppers Prefer ‘Plastic-free Performance Wear,’ Brands Are Divided
A new survey found the majority of customers would opt for plastic-free sportswear if choices were readily available, but brands remain divided on the subject.
The market research survey was commissioned in September 2023 by the global sail racing league SailGP on Pollfish Inc., surveying 1,500 adults in the U.K., U.S. and Switzerland. Key findings reveal 72 percent of consumers would prefer “plastic-free sportswear” if available. The survey also found 54 percent of consumers are unaware of potential toxins (among them per- and polyfluoroalkyl substances) lurking in synthetic technical clothing.
More from WWD
Loft Celebrates 25 Years With Help From Ally Love and Lucy Hale
Why Elon Musk and Mark Zuckerberg Aren't the Only Ones Driving Interest in Jujitsu
Alongside the survey, SailGP announced a new partnership with eco-friendly apparel brand Mover. In an effort to promote plastic-free technical sportswear, Mover dropped a six-piece capsule collection this week. The collection spans T-shirts, polo shirts and hoodies using natural materials. Predominantly, organic cotton, merino wool and water-based printing methods were used. The goods were produced in Portugal with prices ranging from 50 to 220 euros.
The collaboration is supported by nonprofit A Plastic Planet. The organization’s founder, Sian Sutherland, said the capsule collection validates performance wear from natural fibers.
“Mover is proving that technical performance textiles from natural, truly breathable materials not only feel great but mean we are no longer adding to plastic pollution with every wear and wash,” Sutherland said. “We are so proud to bring Mover together with SailGP to highlight that change is possible.”
Plastic-free apparel isn’t the norm, yet the mission to curb synthetic use in performance wear is growing alongside start-ups such as Branwyn, Pact and Definite Articles.
Candice Lester, founder of eco-friendly activewear brand Wild Mingo, said her brand looks for non-toxic, plastic-free alternatives wherever possible. The brand’s latest packaging is also entirely free of plastic. Though Wild Mingo’s latest workout line incorporates a natural rubber base in its yoga mat, for instance, it also employs a recycled microsuede. The microsuede material is recovered from PET bottles — or plastic. “While there is a plastic element, we’re diverting these bottles from going directly to landfill,” she said.
WWD asked whether synthetics derail Wild Mingo’s sustainability aims, but Lester pointed out broader systems failures.
“Landfill recycling is a global problem that doesn’t have an easy solution — there is a place for synthetics to help divert waste. However, consumers need to be aware of what they are buying,” she said. “Some synthetic materials do more harm than others but some natural fibers also create a significant impact on our environment when produced at scale. It’s our hope that people start to ask better questions about synthetic foams and plastics in their workout products and really consider the environmental impact when they select a product that isn’t made with any degree of eco-friendly materials.”
Reformer is a premium, Los Angeles-based activewear brand launching this month. Founder and chief executive officer Ryan Fisher positioned the Pilates-geared brand for comfort, performance tech, sustainability and — of course — a fashion-forward appeal. Garments for the Oct. 16 launch are made with a majority of Repreve nylon. Each piece incorporates 85 percent Repreve recycled yarn, on average. The yarn is spun in the U.S.
However, there’s no perfect fiber if you ask Fisher. “Every fiber poses a threat to sustainability. Even natural fibers can be terrible from a sustainability perspective if they’re using pesticides and large quantities of water. Repreve recycled yarns spun in the USA are the best option currently, and making garments in Los Angeles with the Repreve yarn is the most sustainable option we’ve found. If your carbon footprint starts in Asia, it’s not sustainable.”
Best of WWD
