Plastic-Free Performance Wear Gains Consumer Demand” | Kaley Roshitsh | WWD | November 16, 2023
Kaley Roshitsh’s article for WWD explores growing consumer demand for plastic-free performance apparel, highlighting a survey where 72% of shoppers said they would prefer plastic-free sportswear if accessible. The piece discusses how brands across the activewear industry remain divided on whether truly plastic-free performance fabrics are currently feasible, with many startups experimenting with natural fibers and alternatives to synthetic materials like polyester and elastane.
The article strongly reinforces the broader shift toward natural-fiber activewear, sustainability, and concerns around microplastics in synthetic clothing, trends that align closely with brands using Merino wool and lower-plastic performance materials.