Durable garments, packaging developments and advances in polyester recycling are all part of the movement towards increasing sustainability in blank garments, declares Clare Dwyer, product manager at Kustom Kit
Clare Dwyer
What is your definition of a ‘sustainable’ garment?
As part of Kustom Kit’s sustainability strategy, we believe that well-made, ethically sourced garments are the most important interventions that can be made to slow down material flow and reduce overconsumption, whilst also addressing environmental changes.
Too often within the industry we are seeing recycled materials and organic yarns combined with cheap, poorly made garments. This defeats the object of sustainable garment decoration. The only route to true sustainability for the garment industry is to use sustainable materials that are made to last and pay fair prices to factories, ensuring quality garments every time. Poor durability and fast fashion are the enemy of sustainability.
Through our Buy Less, Buy Better campaign, we want to show that reducing the need to buy more garments over time leads to avoiding CO2 emissions, waste output and water usage. This in turn can creates a more sustainable industry.
How has the ‘sustainable’ blanks market changed over the past five years?
Five years ago, the conversation around sustainability in the blanks market centred largely on fabrics; organic and recycled materials were the key buzzwords. Today, however, consumers have developed a deeper understanding that fabric alone doesn’t define a garment’s sustainability.
As a society, we’re becoming more mindful of waste and moving away from the culture of disposable fashion. With increased awareness, consumers are now demanding more than just eco-friendly materials, they’re seeking quality, durability, and transparency. They want assurance that their clothing is produced in factories that align with their social and environmental values.
One of the biggest sustainable changes has been to how garments are packaged, driven partly by customer demand and partly by the new EPR for Packaging that came into effect 2024-25, which shifted the cost of disposing of packaging waste back to businesses. As a result, clothing brands have reduced their packaging, switching to recyclable or compostable materials and minimised the use of single use plastic.
How do you see the marketing developing in 2026/2027?
We can expect to see some substantial legislation-led change in the next few years. The new and emerging sustainability laws affecting textiles in both the UK and EU are designed to ensure garments are more durable, recyclable, repairable and resource efficient, making sustainability a key influencer in all product development and manufacturing discussions. The adoption of Digital Product Passports will provide traceability, compliance, certification and recyclability information, helping the consumer to make more informed choices.
What are the key ‘trends’ in sustainability in the blanks market at present?
Durability is the new sustainability! While recycled fabric content remains an important part of sustainable fashion, today’s customers are taking a broader, more informed view of what true sustainability means. Increasingly, durability is taking centre stage.
Driven by evolving regulations and a better-educated consumer base, we’re seeing a significant shift in priorities. Customers are now asking deeper questions – seeking assurances that go beyond recycled labels. Requests for certifications like Oeko-Tex Standard 100, which verifies the absence of harmful substances such as Azo dyes and VOCs, have become more frequent.
Transparency across the supply chain is also in higher demand. Customers want to know not just what their garments are made of, but how and where they are made. Factory audits are increasingly requested, reflecting a rising concern for ethical sourcing and responsible production practices.
In this landscape, product testing and quality assurance are key. Customers want to be confident that their garments will perform well over time. After all, a longer-lasting garment is a more sustainable one.
Given the contention over the definition of ‘sustainability’ in clothing, and the issues of greenwashing, how can our readers be sure they are providing their clients with the most ‘eco-friendly’ items?
Greenwashing remains a widespread issue; however, recent developments are empowering consumers to make more informed choices. In 2024, new UK legislation granted the Competition and Markets Authority the authority to fine companies up to 10% of their global turnover for making misleading environmental claims.
This shift is pressuring brands to ensure their sustainability messaging is credible and transparent. Reputable clothing companies will be happy to back their claims with verifiable facts – such as certifications for organic or recycled materials, factory audits confirming fair wages and ethical practices, and independent testing to demonstrate garment durability.
These measures not only foster consumer trust but also help distinguish genuinely responsible brands from those relying on marketing spin.
The KK423 Recycled Superwash 60 Polo is made from 65% recycled polyester 35% cotton
The Kustom Kit Pique Hoodie was launched 2025
What design or fabric innovations can readers expect in sustainable garments in the next few years?
Fabric technologists are already working on new, innovative sustainable solutions. The advancement in chemical polyester recycling is truly exciting and offers a durable alternative to virgin polyester. Traditionally, most recycled polyester yarns are inherently weaker due to the recycling process, resulting in fabrics that don’t perform as well and garments that may not last as long. For 2025, we launched our KK423 Recycled Polo using this premium recycling process that produces yarn that is identical on a molecular level to virgin fibre, ensuring the same high-performance standards customers expect from non-recycled yarns. This technology is still relatively new, but is evolving rapidly. Innovations now include processes that can break down mixed-fibre garments, enabling textile-to-textile recycling without compromising quality.
Other exciting developments in yarn and fabric technology include biodegradable polyester and water-reducing garment dyes – some of which even eliminate water use entirely. While these solutions are currently expensive, we’re optimistic that they’ll become increasingly accessible to the blank apparel industry in the coming years.
How do you expect the definition of sustainable garment decoration to evolve over the next few years?
The definition of sustainability in the imprint industry is already evolving. Where customers once considered a garment sustainable if it was made from organic or recycled materials, today the focus has expanded to include the entire supply chain – from ethical sourcing to end-of-life considerations, and everything in between.
This shift in perception is being driven by multiple factors. Consumers, particularly younger generations, are holding brands accountable for both their environmental impact and ethical practices. In turn, brands are being influenced not only by consumer expectations but also by tightening legislation.
As a result, decorators will need to adapt and align their offerings to meet this growing demand for truly sustainable solutions.
What are Kustom Kit’s bestselling sustainable styles?
Our Buy Less, But Better campaign – encouraging customers to invest in quality, ethically sourced garments designed to last – continues to resonate.
The Superwash 60 collection embodies these values and continues to go from strength to strength, with quality and longevity at the core of every garment. From the innovative fabric that resists shrinkage and fading, even when washed at 60°C, to the long-fibre yarns and compact knit that produce a clean, pill-resistant surface, this collection is built to last and remains an industry favourite.
In 2025, we introduced our new range of Piqué Sweats. Traditionally known for pilling, sweatshirts have often lacked durability especially in workwear environments, so we set out to change that. Our specially engineered piqué face, brushed-back jersey was tested to upholstery standards—and passed with flying colours. The KK337 Piqué Sweatshirt, KK338 Piqué Hoodie with Zipped Pocket, and KK339 1/4 Zip Piqué Sweatshirt have been warmly received by the industry as a truly long-lasting alternative.
What’s the single best piece of marketing and sales advice you can give to Images readers to help them sell more sustainable clothing?
Focus on clearly communicating your value proposition. Reframe the price by explaining that your customer is paying for fair labour, less environmental impact, higher quality, and ultimately a product that will last longer.
