While environmental narratives commonly frame the rise of second-hand fashion, the reality is that sustainability is often not the primary motivator. The convenience of digital shopping expands access far beyond urban charity shoppers — now global, digitally native consumers participate in second-hand fashion. Research from PwC shows that 40% of Gen Z and 28% of Millennials have already bought second-hand fashion, compared to much lower percentages in older age groups. But sustainability undeniably plays a role in how second-hand fashion is marketed. In reframing the narrative around second-hand fashion, it becomes clear that the market’s explosive growth is not driven primarily by a collective mission to save the environment.

Source: Irish Examiner January 26, 2026 01:01 UTC