From Fast to Second-Hand: A Shift in Consumer Behavior

DENVER, CO – As the Outside Festival in Civic Center Park drew in a crowd of 35,000 people, freelance photographer Alyte Katilius noticed something peculiar. Amidst the sea of festival-goers, few were wearing fast fashion. Instead, many were opting for second-hand and sustainable clothing.

Katilius’ observations were not without merit. A recent report by ThredUp, a publicly traded online thrift and consignment store, found that one in three Gen Zers feel addicted to buying fast fashion, despite knowing the environmental and social implications of their purchases. The industry is worth $1.7 trillion, with forced labor and toxic materials being major concerns.

However, the Outside Festival attendees seemed to be bucking this trend. Among the 11 people Katilius spoke with, only two were wearing fast fashion. Five were wearing almost entirely second-hand clothing. “It could be that thrifting isn’t just a ‘cool’ or ‘trendy’ thing to do, but an actual solution to ethical, sustainable and economical fashion,” Katilius said.

For many, the shift towards slow fashion is driven by a desire to reduce their environmental footprint. Fast fashion is notorious for its environmental impact, from the use of fossil fuels in production to the massive amounts of waste generated by trendy items that are discarded after a single season.

Ross Kullman, a 30-year-old from Westchester, Pennsylvania, was one such attendee. He wore a Marine Layer set, green Adidas socks, and borrowed green Adidas shoes and a Howler Brothers hat. Kullman denied being brand loyal or fashion-conscious, but rather impulsive in his purchasing decisions. “If I see something I’m like ‘Oh, I would definitely wear that to a festival,’” he said.

Lee Knight, a festival-goer from Denver, prioritizes function and performance in her clothing choices. She avoids trendy items and instead focuses on durable, comfortable pieces that fit her unique sense of style. “When you buy what you like, articles in your wardrobe often fit together in unique ways, and then you feel good,” Knight said.

This shift in consumer behavior is not limited to the festival crowd. Carly Nixon, a 32-year-old from Minneapolis, Minnesota, practices “dopamine dressing,” where she chooses clothing that boosts her mood and joy. Nixon admitted to wearing fast fashion brands like Princess Polly, but has since shifted towards investing in higher-quality pieces that will last.

The reasons behind this shift are varied. Angie Dekruif, a 29-year-old from Denver, prioritizes budget and sustainability while shopping. She finds online thrift stores like ThredUp and Poshmark to be economical and sustainable alternatives to fast fashion. Reva Green, a 30-year-old from Denver, tries to buy second-hand or vintage whenever possible, citing the environmental benefits and unique finds.

As the slow fashion movement gains momentum, it’s clear that consumers are taking notice. Whether it’s through thrifting, sustainable brands, or making their own clothing, people are rethinking their relationship with fashion. As Katilius noted, “It’s not just about being ‘cool’ or ‘trendy,’ but about making a conscious choice that benefits the planet and our communities.”

The benefits of slow fashion extend beyond the individual. By choosing sustainable and second-hand clothing, consumers can help reduce the demand for fast fashion and support a more equitable and environmentally-friendly fashion industry.

As the fashion industry continues to evolve, it’s clear that consumers are driving the shift towards a more sustainable and responsible approach to fashion. Whether it’s through individual choices or collective action, the slow fashion movement has the potential to transform the way we think about fashion and its impact on the world.

Statistics:

1 in 3 Gen Zers feel addicted to buying fast fashion (ThredUp report)

Fast fashion industry worth $1.7 trillion

70% of clothing contains polyester, which is made from fossil fuels and does not biodegrade

25% of conventionally grown cotton used in textiles globally is grown using intensive pesticides and toxic chemicals

Interviews:

Alyte Katilius, freelance photographer

Ross Kullman, 30-year-old from Westchester, Pennsylvania

Lee Knight, festival-goer from Denver

Carly Nixon, 32-year-old from Minneapolis, Minnesota

Angie Dekruif, 29-year-old from Denver

Reva Green, 30-year-old from Denver