There has been a significant increase in the number of UK consumers interested in switching to eco-friendly fashion, according to analysis from insurance provider Simply Business.

June figures show a 50 per cent hike in online searches for second-hand clothing year-on-year.

The research also reveals that within a week of ITV’s Love Island launching in June, searches for ‘sustainable brands’ went up by 614 per cent.

For the first time, the stars of the reality show have been sporting second-hand clothes as part of a new partnership with eBay.

Previous series have been sponsored by fast-fashion brands like Missguided and I Saw It First.

“There has already had a direct influence on consumer searches - namely a 100% increase in searches for ‘sustainable brands’ within the first week of the show airing. It’s also promising to see in our data that there has been a 23% rise in independent fashion SMEs in the past 12 months,” said Alan Thomas, UK chief executive, Simply Business, commenting on the influence of Love Island on searches for sustainable brands.

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