Fashion clothing – where does it all end up?

Purpose The purpose of this paper is to investigate how consumers dispose of fashion products and how it might be possible to increase sustainable consumption of textiles. Design/methodology/approach Increasing volumes of textiles are being produced, purchased and disposed of in landfill sites, which affect the environment. Research has identified the influences in increased purchase behaviour and the tendency to keep clothing for a shorter time. The primary research, undertaken in three stages, is an exploratory examination of the experiences of UK consumers and charity shops managers. Focus groups and key informant interviews were undertaken to achieve the objectives. Findings This qualitative study identifies consumers' lack of understanding of how this behaviour affects the environment and key informant interviews explore how clothing can be re‐used and recycled. The conclusions assess what can be learnt from the data and offer suggestions for future research. Originality/value The paper is a new area of research which has global implications.