Slow Fashion with Love

Cleaning out your closet and donating clothes, giving pieces to friends, or selling them online is a great way to prolong the life of your pieces and keep things sustainable. This saves so many resources and is healthier for the people and our planet. Buying second-hand is more on trend for consumers than ever, and dedicated platforms are optimising on this, as well as high street and online retailers. Various factors are at play, from shoppers' heightened awareness of preloved fashion and sustainability concerns to the biting cost of living crisis. The biggest customer base for second-hand clothing is women aged 20-35 years.

Young consumers are increasingly opting for second-hand fashion for reasons including sustainability as well as "high street fatigue" as they become bored of standard high street shopping. Customers are being more conscious around the subject of sustainability and as a brand we do not encourage fast fashion. We are continuously pushing the message of different ways to wear, the concept of swap shops and how easy it can be to sell pre-loved items. Second-hand shopping is becoming more mainstream with more and more customers embracing circular fashion options. As the cost of living crisis continues to squeeze people's budget, retailers need to consider how they can capitalise on the passion for pre-loved market, which many expect to continue to grow.

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