Preferred Fiber and Sustainable Apparel in the U.S. Retail Market – Abstract

• Antonina Kulis, Fashion Merchandising, University of Delaware

• Sheng Lu, Fashion and Apparel Studies, University of Delaware

Preferred Fiber and Sustainable Apparel in the U.S. Retail Market

This study explores U.S. retailers’ selection of preferred fibers for “sustainable apparel” and its implications for merchandising strategies, including product assortment and pricing. We examined the websites of over 50 leading U.S. apparel brands and retailers and captured the detailed product category, description, and pricing information of their “sustainable clothing” products launched to the market between January 2023 and March 2025. Results indicate that 1) recycled polyester is the most favored material for sustainable clothing made with recycled fibers, resulting in the greatest number of products in tops and blouses. However, the transparency of the fiber sources and the credibility of the recycled fiber content need further improvement. 2) Cotton was the dominant organic fiber used in “sustainable apparel” in the U.S. retail market, which also primarily consists of tops and bottoms. Meanwhile, compared to other preferred fibers like recycled materials, clothing made with organic fibers is perceived as higher in quality and comfort and trend-focused. 3) Clothing using regenerative fiber was even more dominated by cotton and concentrated on jeans and denim. Such clothing also tends to provide more detailed information about its positive environmental impacts. The study’s unique insights offer valuable input for retailers interested in carrying clothing made from preferred sustainable textile fibers. The results also highlight the need for fashion companies to continue to improve transparency and data sharing regarding the environmental impact of preferred fiber use in clothing products.