The findings, from Cotton USA’s Global Lifestyle Monitor (GLM), show that Brits are continuing to shun man-made materials in favour of natural, high-quality fibres. Of those who said they would avoid buying certain materials, 28% of people refuse to buy polyester, 17% avoid synthetic acrylics, and 2% avoid rayon and viscose.

Additionally, when asked who or what is most responsible for garments made in a non-environmentally friendly way, manufacturers received the most blame from UK consumers (40%). This was followed by brands (21%) and the consumers themselves (17%).

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