Almost three quarters of UK consumers (73%) are planning to invest in higher-quality, longer-lasting “investment” fashion pieces in 2026, according to new research from Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor survey.
The study, which surveyed 1,001 UK consumers, found that nearly half (49%) are willing to pay more for natural fibres such as cotton. A large majority (79%) said they prefer cotton, cotton blends and denim over other fabrics. Respondents cited comfort (67%), high quality (65%) and softness (64%) as the main reasons for favouring cotton, while 79% said they believe cotton is safe for the environment.
Despite ongoing economic pressures and consumer caution following the Autumn Budget, the findings also showed rising financial optimism. 60% of respondents reported feeling “very or somewhat optimistic” about their financial situation heading into 2026, up significantly from 48% in 2023.
Andrea Samber, Director of Brand Partnerships for Cotton Incorporated, said the data indicated “an increasingly optimistic consumer going into 2026”. She noted that the organisation was encouraged by the growing focus on comfortable, durable clothing and the stronger willingness to choose natural fibres such as cotton. She added that cotton was “a wonderful natural fibre” that benefited from extended life through recycling initiatives like the Cotton Lives On programme.
Environmental considerations are also influencing shopping habits. A quarter of respondents (25%) said they plan to change how they buy clothing to reduce their environmental impact, up markedly from 2023. Meanwhile, 20% reported purchasing only what they consider to be sustainable clothing, rising from 14% last year.
An expanding number of UK fashion brands and retailers are now taking part in the Cotton Lives On recycling initiative. Participants include Margaret Howell, Bianca Saunders, ME+EM, Paige, Charles Tyrwhitt, &Sons, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie and The White Company.
The programme diverts old cotton garments from landfill and converts them into mattresses for people at risk of homelessness. To date, Cotton Lives On has collected around 8,000 kg of cotton in the UK and produced more than 100 roll mats, with each mat containing the equivalent of 45 cotton T-shirts.
