La Prime Verte : Comment les maillots de bain écologiques atteignent des prix plus élevés sur le marché britannique

In the UK, sustainably produced swimsuits typically carry a noticeable “green premium” compared with conventional styles. That higher price reflects the true cost of lower-impact materials, ethical labour, tighter regulations, and smaller production runs – but it can also be a barrier for price-sensitive shoppers. This article explains what drives that premium, how much it can be in practice, and how brands and consumers can work together to narrow the gap over time.

Methodology and Scope

This guide focuses on the UK swimwear and sports swimwear market, with a particular emphasis on sustainable and eco-conscious products. The analysis combines:

• Recent market outlooks for UK swimwear and sports swimwear revenue and growth.

• Publicly available data on the environmental impact of textiles and fashion, including carbon emissions, water use and waste.

• Brand and material supplier disclosures for fabrics such as ECONYL, REPREVE, Amni Soul Eco, recycled polyester and organic cotton.

• Survey data on UK consumer attitudes to sustainability and willingness to pay a premium.

• Practical manufacturing experience with sustainable materials, ethical production and small-batch collections.

Where specific statistics are mentioned (for example, market size, growth rates or consumer willingness to pay), they are attributed to recent studies or reports and should be understood as indicative rather than exhaustive, as data can vary by segment, retailer and season.

What Is the “Green Premium” in Swimwear?

In simple terms, the green premium is the extra amount a shopper pays for a more sustainable or ethical product compared with a similar conventional alternative.

Green Premium (%) = (Sustainable Price − Conventional Price) ÷ Conventional Price × 100

In UK swimwear, that premium often shows up when you compare a standard nylon swimsuit with a similar design made from regenerated or recycled fabrics like ECONYL or REPREVE, produced in smaller runs and under stricter environmental and social standards.

Illustrative Price Difference

Actual price points vary by brand and retailer, but a simplified comparison helps to visualise the gap:

In this scenario, the green premium can easily exceed 80–100%. The rest of this article breaks down where that added cost comes from and what benefits it creates.

Market Background: Sustainable Swimwear in the UK

The UK sports and swimwear market is forecast to grow steadily over the coming years. Within that, demand for swimwear made from recycled and lower-impact materials is rising, helped by:

• Higher awareness of the fashion industry’s role in global carbon emissions and water pollution – the wider industry is often cited as contributing a meaningful share of worldwide emissions and wastewater.

• Growing consumer interest in recycled fibres – such as ECONYL and REPREVE – that transform waste like discarded fishing nets or plastic bottles into new fabrics.

• Increased media coverage of ocean plastics, microfibres and textile waste.

At the same time, cost-of-living pressures mean many shoppers remain strongly price-sensitive, especially in discretionary categories like swimwear. This tension between climate concern and tight budgets sits at the heart of the green premium debate.

Cost Factors Behind Sustainable Swimwear

Sustainable swimwear is more than a marketing label. Each stage of the product lifecycle – from fibre extraction to end-of-life – can look very different from conventional fast fashion. Those differences translate directly into higher costs.

1. Materials and Sourcing

Conventional swimwear typically uses virgin nylon or polyester derived from fossil fuels. Sustainable alternatives incorporate regenerated or recycled yarns, or bio-based and organically grown fibres. Popular examples include:

• ECONYL® – a regenerated nylon made from pre- and post-consumer waste such as fishing nets and industrial plastic. Regeneration requires complex collection, sorting and chemical processing, which raises the cost per kilogram compared with virgin nylon.

• REPREVE® – fibres made from recycled plastic bottles and industrial waste. The brand reports having recycled billions of bottles into new textiles, but each step adds processing cost versus using new virgin pellets.

• Amni Soul Eco – a biodegradable nylon that is engineered to break down faster under certain landfill conditions, requiring specific chemistry and testing.

• GRS-certified recycled polyester – polyester yarns tracked through the Global Recycled Standard, with audited supply chains and certified recycled content.

• Organic cotton – cultivated without synthetic pesticides and fertilisers, often with lower yields and higher labour input per hectare than conventional cotton.

These fibres are chosen because they reduce dependence on new fossil resources, divert waste from landfill or oceans, or lessen chemical use in farming. However, they tend to have:

• Higher raw material costs.

• More complex certification and traceability requirements.

• Limited availability, particularly for niche colours or performance specifications.

Illustrative Fabric Cost Comparison

For brands, material choice is one of the largest direct drivers of the green premium, especially in fabric-heavy styles like one-pieces and long-sleeve swim tops.

2. Ethical Production and Labour

Sustainable swimwear brands typically commit to:

• Paying living wages, not just legal minimums.

• Ensuring safe, well-ventilated, compliant workplaces.

• Respecting working-hour limits and overtime rules.

• Investing in skills training and higher-quality quality-control processes.

This often means partnering with audited factories, paying higher labour rates, and accepting higher manufacturing costs in exchange for more consistent quality and better social outcomes. For the consumer, this can show up as stronger seams, better fit, more durable elastics and linings, and fewer defects.

3. Certifications and Compliance

Many sustainable swimwear labels rely on third-party certifications to demonstrate that materials and processes achieve specific standards. Typical examples include:

• GRS (Global Recycled Standard) for recycled content and traceability.

• OEKO-TEX® for testing harmful substances in textiles.

• B Corp certification for verified social and environmental performance.

Audits, ongoing compliance, and reporting for these schemes entail direct fees as well as indirect costs in staff time and operational changes. Combined with UK regulatory requirements around packaging, producer responsibility and corporate social responsibility reporting, these measures raise overheads relative to non-certified brands.

4. Small-Batch Manufacturing and Inventory

Sustainable labels tend to favour:

• Shorter production runs and made-to-order or limited collections.

• More styles per collection but less depth per SKU.

• Experimental fits, inclusive sizing and long-wear testing.

Economies of scale are limited when you make a few hundred pieces per style instead of tens of thousands. Unit costs for cutting, sewing, printing and finishing rise as volumes fall. However, the trade-off is lower overproduction, less dead stock and greater flexibility to respond to real demand.

5. Cost Structure Example: Conventional vs. Sustainable One-Piece

The table below provides an illustrative breakdown of how costs can differ for a single one-piece swimsuit. Values are indicative and will vary by brand and factory, but the pattern is typical.

Barriers to Paying the Green Premium

Even when shoppers care about the environment, they do not always buy the more sustainable option. In the UK, this “value–action gap” shows up clearly in surveys: a majority of consumers say sustainability matters, but only a much smaller share consistently pay a premium for sustainable products.

Consumer Reluctance and Income Effects

Several factors make consumers hesitant to pay more for sustainable swimwear:

• Budget constraints – Swimwear is often a discretionary, seasonal item. When budgets are tight, price tends to outweigh environmental values, especially for younger consumers.

• Perceived price gaps – Many British shoppers see eco-labelled products as “much more expensive” than conventional alternatives, even when the actual difference is moderate.

• Uncertainty about claims – If people are unsure whether a swimsuit is “truly” sustainable, they are less willing to pay extra.

Consumer Segments and Willingness to Pay

Research commonly finds distinct consumer groups with varying attitudes to sustainability:

Income, age and life stage also play a role. Higher-income households and younger, sustainability-engaged shoppers are more open to paying extra, but they represent only part of the overall market.

Perceived Value vs. Price

The green premium is easier to accept when consumers clearly understand what they are paying for:

• Longer product lifespan (less fading, better elasticity, stronger seams).

• Lower environmental footprint and more responsible labour practices.

• Better fit, comfort and design details.

If these benefits are not communicated clearly – or if quality does not match the price tag – shoppers can feel that the premium is unjustified, which damages both brand trust and the broader sustainable fashion movement.

The Value of Sustainability for Shoppers and the Planet

Long-Term Consumer Benefits

Many UK consumers who have switched to sustainable swimwear report high satisfaction with comfort, fit and durability. High-quality recycled and regenerated fabrics can:

• Resist UV exposure and chlorine for longer periods.

• Maintain stretch and shape over more swim seasons.

• Feel soft yet supportive against the skin.

When a swimsuit lasts longer and retains its performance, the cost per wear falls, even if the upfront price is higher. Fewer replacements over time also mean less waste and lower overall impact.

Environmental and Social Impact

Sustainable swimwear aims to address several environmental and social challenges:

• Reducing demand for virgin petrochemical fibres and associated emissions.

• Diverting materials such as ghost nets and bottles from oceans and landfills.

• Lowering the use of hazardous chemicals and dyes.

• Supporting fairer working conditions in cutting, sewing and finishing factories.

From a planetary perspective, the green premium reflects these avoided costs: less pollution, less resource extraction, and improvements in worker welfare that are not captured in the price of cheaper garments.

Brand Trust and Transparency

Trust is critical in this category. Surveys consistently show that UK shoppers care about sustainability, but many are sceptical of marketing claims and worry about “greenwashing”. Brands can build confidence by:

• Providing clear, accessible information about materials and certifications.

• Publishing supply chain information and factory standards.

• Sharing data on recycled content, carbon footprint or water savings where available.

• Offering repair, resale or take-back programmes to extend product life.

When shoppers understand the story behind a garment – and see evidence to back it up – they are more likely to accept a reasonable premium and stay loyal to the brand.

Policy and Industry Trends in the UK

Key UK Regulations and Initiatives

The UK policy landscape is gradually pushing the fashion and textile sector towards higher standards. A few examples relevant to swimwear include:

While many of these policies do not target swimwear specifically, they influence costs, material choices and reporting expectations for all apparel segments.

Industry Standards and Best Practices

Industry bodies and voluntary standards provide additional guidance beyond legislation. In the UK and Europe, there is growing emphasis on:

• Using recycled or biodegradable fibres where performance allows.

• Improving traceability of yarns, dyes and trims.

• Reducing microfibre shedding through fabric and wash innovations.

• Designing for durability, repair and eventual recycling.

Adopting these practices often requires upfront investment and testing, again contributing to the green premium – but also positioning brands for future regulations and shifting consumer expectations.

The Future of Sustainable Swimwear Pricing

Several trends are likely to shape pricing over the next five years:

• Scaling of recycled and regenerated fibres – As demand and capacity increase, material prices may gradually fall relative to today.

• Improved production efficiency – Better planning, digital sampling and automation can lower per-unit costs, even in ethical factories.

• More circular business models – Repair, resale and rental can create new revenue streams and capture more value over the product life cycle.

• Regulation-driven cost changes – New producer responsibilities and eco-design requirements may raise costs for low-standard garments, narrowing the relative premium for better products.

Taken together, these forces suggest that sustainable swimwear will remain more expensive than the cheapest fast-fashion alternatives, but the premium should become more transparent, more justified and potentially smaller in relative terms.

Overcoming the Green Premium: Strategies for Brands and Shoppers

1. Brand Strategies to Make Sustainable Swimwear More Accessible

UK swimwear labels are already experimenting with ways to keep prices competitive while maintaining high standards. Common approaches include:

• Small-batch but focused collections – Fewer, well-designed styles with clear signature fits, rather than large seasonal drops.

• Local or near-shore production – Shorter supply chains to reduce shipping impact and improve oversight.

• Repairs, alterations and take-back schemes – Helping customers extend product life and access lower-priced “pre-loved” options.

• Transparent pricing breakdowns – Explaining how much of the price goes to materials, labour, overheads and profit to build trust.

Examples of Sustainable Brand Practices

2. Consumer Education and Decision-Making

Education is one of the most powerful tools to close the gap between values and behaviour. When shoppers understand how a swimsuit is made, how long it can last and what its footprint is, they can make more confident trade-offs between price and impact.

Tips for Evaluating Sustainable Swimwear:

• Look for clear information about fabric composition and recycled content.

• Check for credible certifications (e.g. GRS, OEKO-TEX, B Corp).

• Read how the brand describes its factories and labour standards.

• Consider cost per wear instead of just the ticket price.

• Be cautious of vague “eco” claims without evidence.

3. Innovations to Lower Costs

Technology is helping brands reduce their environmental footprint and costs at the same time. For example:

• Solution-dyed yarns that can significantly reduce water use and CO₂ emissions compared with conventional dyeing.

• Digital sampling and 3D design that cut down on physical prototypes and fabric waste.

• Advanced printing and finishing techniques using lower-impact inks and processes.

• Improved elastane and nylon blends that increase durability and reduce microfibre shedding.

As these innovations become mainstream, the cost of producing high-quality, sustainable swimwear should gradually fall, bringing prices closer to conventional products without sacrificing standards.

Conclusion: What the Green Premium Really Pays For

The higher price of sustainable swimwear in the UK is not simply a branding choice. It reflects real differences in materials, production, compliance and business models. Regenerated yarns, ethical labour practices, audited supply chains and small-batch collections all raise costs but also deliver tangible environmental and social benefits.

For consumers, the key is to look beyond the initial price tag and consider value over the entire lifetime of the garment: how long it will last, how it is made, and what kind of industry it supports. For brands, the challenge is to keep innovating, communicating transparently, and finding ways to share the benefits of sustainability more widely – including those who cannot always afford the highest price point.

As regulations tighten, recycling technologies scale and consumer expectations evolve, the green premium in swimwear is likely to become more transparent, better justified and, in many cases, smaller. In the long run, the goal is not simply to charge more for sustainable swimwear, but to make truly responsible products the default choice.

FAQ

Why does sustainable swimwear cost more?

Sustainable swimwear generally uses more expensive regenerated or recycled fabrics, pays fairer wages, undergoes third-party audits and certifications, and is produced in smaller batches. Each of these factors raises the true cost of the garment compared with mass-produced conventional swimwear.

Is paying the green premium worth it?

For many shoppers, yes – especially if the swimsuit lasts longer, fits better and aligns with personal values. When you factor in durability and cost per wear, a slightly higher upfront price can make financial sense as well as environmental sense.

How can I tell if a swimsuit is genuinely sustainable?

Look for specific details rather than vague claims: named fabrics (such as ECONYL or GRS-certified recycled polyester), recognised certifications, transparent supplier and factory information, and clear explanations of how the brand reduces its impact. Brands that publish data and engage with questions openly are usually more trustworthy.

Are there affordable sustainable swimwear options in the UK?

Yes, but they can require more research. Look for brands that offer pre-loved or sample sales, simpler designs using efficient pattern cutting, and repair or take-back programmes. Shopping off-season or during promotions can also make sustainable pieces more accessible.

What can brands do to reduce the green premium?

Brands can invest in efficient design and production, share more transparent cost breakdowns, scale sustainable material usage, collaborate on recycling infrastructure, and develop circular business models. Over time, these steps can lower costs while raising standards across the industry.