Monokini, latte drops. Photo provided to China Daily

Polyester, a synthetic and non-biodegradable fiber, makes up more than half of the world's fiber market. Polyester from plastic bottles is the most recycled fiber for new clothing products－it constitutes 10 percent of global polyester production－and has been around for about 25 years, says Lynda Grose, associate professor of fashion design at California College of the Arts.

Recycled polyester has been utilized in China's garment industry for at least a decade, yet Chinese brands that publicize using it are few. Among them is sportswear retailer Li Ning, whose Eco-Circle clothing line, launched in 2009, incorporates fibers made from recycled plastic bottles.

At a time when Chinese people are becoming more environmentally conscious, isn't eco-friendliness a feature that more Chinese brands would want to market?

Turns out the answer is no. "Chinese consumers believe that clothes made from virgin materials are good, while those made from recycled materials have compromised their quality," Zhao Guoliang, head of the Beijing Institute of Fashion Technology's School of Material Science and Engineering, says.