Levi’s stand test of time as fast fashion fades

LEVI’S 501 jeans have been named the most iconic fashion item of all time in a poll that revealed shoppers are turning to more sustainable choices.

UK shoppers are seeking out enduring clothing items instead of indulging in the wasteful passing trends of fast fashion, according to research by retail brand Farfetch.

The poll found that Levi Strauss & Co jeans, which began their life as tough and durable workwear in the 19th century, were the most revered piece of collectable clothing.

Mary Quant mini skirts and Fred Perry polo shirts were also among the widely celebrated items that have stood the test of time.

These perennial favourites are the kind of clothing that buyers with environmental concerns are turning to, instead of throwaway pieces.

The research shows that 42 per cent of British buyers now have a wardrobe half-full of pre-owned items. In 65 per cent of cases, buying a secondhand piece of clothing prevented the purchase of a new item, reducing environmental impact, Farfetch found.

While only 8 per cent of people say that they “always” shop sustainably, the research revealed that 45 per cent have already cut down on clothes shopping to mitigate their carbon footprint.

UGG boots and denim jackets are also among the popular picks for enduring preowned pieces, while Barbour wax jackets, Ray-ban Wayfarer sunglasses and Hunter wellington boots are well-liked.

Half of the polled public said they would happily wear any item from the list of iconic clothing from the past. Thomas Berry, director of sustainable business for Farfetch, said: “Now, more than ever, customers are interested in making considered purchases that will stand the test of time.

“From pre-owned denim to iconic designer pieces, customers are willing to seek out and to invest in clothing pieces that are conscious, durable and also timeless, regardless of trends.”