“In the past year, we have seen an increase in demand and awareness for plant-based materials. We need to work with more brands and encourage them to make more conscious and mindful choices.”

A majority of Brits want more vegan-verified clothes, bags, shoes and accessories on the high-street and online, according to a new report.

The Vegan Society commissioned a survey of 1000 adults on the consumer research platform Attest this May to understand consumer awareness of different materials along with supply chain issues within the fashion industry, and preferences when it comes to vegan fashion.

The Rise of Vegan Fashion report found that 95 % of shoppers want more vegan-verified fashion. Almost half (48%) stated they want more vegan-verified items across all fashion categories.

While 35% of respondents said they wanted more vegan alternatives for items such as jackets and boots that usually use animal leather, 32% wanted more vegan-friendly leather bags and backpacks.

Around 32% said they’d like to see the use of pleather (plant leather) extended to general footwear such as boots, heels and sandals with 28% stating they’d be interested in vegan trainers that use vegan leather.

Vegan leather options

The survey also found that customers’ attitude towards the use of animal leather for fashion is changing for the better. 61% said they found the use of fur cruel, while 37% said cow leather is cruel, with more than half (54 %) slamming the use of calf leather.

35% of the ones polled said they’d want more vegan leather options with almost three-quarters (74%) even willing to pay more for plant-based leather compared to animal leather.

Plant-based leathers include those created from pineapples, mushrooms, apples, cacti and succulents. They present an ethical, durable and sustainable alternative to animal-based leathers.

More than half (55%) said they were interested in purchasing, or already owned something made from plant-based leather with 42% of them stating it is more sustainable, 34% said it is ethical and 31% said it’s modern.

Em Mendoza, Head of Business Development at Vegan Trademark holder Ananas Anam, said: “In the past year, we have seen an increase in demand and awareness for plant-based materials…[and] to create change and impact, collaboration is key.

“We need to work with more brands and encourage them to make more conscious and mindful choices.”

Fashion labels ditch animal leather

A growing number of fashion houses, and high-end retailers have started moving away from animal-based products.

In the last three months alone, Nieman Marcus, Canada Goose, Oscar de la Renta, and Moose Knuckles have announced plans to ditch fur.  The move makes them join the likes of heavyweights such as Macy’s, Nordstrom, Saks Fifth Avenue, H&M, Gap, Burberry, Prada, Gucci, and Giorgio Armani among others.

Earlier this month, luxury fashion company Puig – the owner of Carolina Herrera, Paco Rabanne, Jean-Paul Gaultier, Nina Ricci, and Dries Van Noten – announced it will no longer sell items made from the skins of snakes, crocodiles, and other exotic animals.

• Read: Clarks launches vegan versions of its iconic Wallabee and Desert Boot

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Mohsina Dodhiya

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