Over the last decade, the secondary market for luxury and contemporary fashion have seen a ground swell in sales, as more and more of today's consumers look towards these markets when spending their dollars.  The Gen Z populace, which now makes up the majority of the retail fashion market, are more frugal and wallet-conscious than their predecessors.  Whereas buying consignment merchandise was tabooed for the older generations, today's younger consumers are migrating towards the resale market as they see not only the economic benefit, but also the environmental impact.

OVERPRODUCTION WITHIN THE FASHION INDUSTRY HAS BEEN A PLAGUE ON OUR ENVIRONMENT FOR DECADES. 

The World Economic Forum has estimated that over 55% of all merchandise produced by our favorite brands each year, end up as waste in a landfill as these brands are not able to sell all merchandise they produce.  These figures have not been confirmed by any independent agency, as the fashion brands partake in measures to ensure that this information is not made public.  However, watchdog agencies have estimated that the figure may be even higher.  Yet, brands continue to produce at status quo, repeating the same toxic behavior with each production cycle.  As consumers, what can we do to force brands to be more eco-friendly in their business practices? 

Buying less of course is the first avenue to traverse, but that will not stop brands from overproducing.  But buying less and buying more pre-owned is a compounded action that we as consumer can take that will eventually force brands to produce less.  Holding brands accountable for their business practices by hitting them where it hurts is also another way to effect change.  With the advent of social media, consumers can now make their voices be heard in ways that get companies/brands' attention.  That accountability means spending their dollars with more eco-friendly brands and hitting brands where it hurts - their bottom line.

WHAT IS THE REAL COST OF BUYING CHEAP? 

The horrors of fast fashion on our planet can never be overstated enough.  As consumers we think about the bargain in that single moment at the register and delight.  But after a few wears and washes, the cheaply-made piece is no longer wearable and is thrown away.  Most raw materials used in fast fashion are not degradable and can remain in a landfill for decades. 

Additionally, in today's society, consumers are bored with an article of clothing after a few wears anyway and move on to the next trend within days of making their purchases.  Can we do better?  Yes, by buying fewer and selecting to purchase only products that are ethically made with quality raw materials.  Buying only seasonless products that can last for years, we can make a positive impact within the industry and on our planet.  Smaller, independent brands like Maggie Marilyn, Another Tomorrow, Tove and Ssōne produce seasonless collections utilizing only ethical and responsible methods to produce their beautiful designs.  Products from any of these brands have been produced from materials that will allow the pieces to last years and still be considered trending.  

No real, meaningful change can be made until more major players collectively commit to doing much better for the planet.  This is not a hard, or impossible task as others have shown it can be done.  It is a choice being made to do nothing and we as consumers and lovers of fashion have to change that.  If not for us, then for the future inhabitants of our lovely planet.