Yes we are talking about the Giant thrift industry. Now thrifting is the new cool, and now people are being aware about what fast fashion is hiding behind its trendy and eye catching designs.
Is you ever look up #thrift on Instagram, you would be bombarded with approximately 14 million posts. And this popularity can be seen in India as well, if you search #thriftindia it has more than 700k posts, isn’t its crazy!
This rise appears to be driven by Genz and millennials. Some stores have luxury to casual clothes, they have it all with minimum price points. Social media played a very important role in the popularity of thrift, but before social media there were many offfline stores as well. Thrifting which was seen as an option for those who couldn’t afford new clothes and was considered unhygienic has become trendy and hip.
Rise of thrift stores in India–
In India, mostly thrift stores started during or after pandemic. The reasons can be the awareness about sustainability and banning of the popular fast fashion app Shein.
Thrift stores like @thrift__city__ on Instagram started their page after the pandemic and has nearly 2k subscribers and mostly completed 500 orders till now. They not only sells thrifted clothes but also aware people about sustainability and what fast fashion is doing to the planet!
Why chose sustainable fashion?
If you’re getting some similar products and some luxury Pre loved items in a minimum price then it’s still a win win situation. But it’s not only about money. Choosing sustainable fashion over fast fashion contributes in preserving environment because about 53 million tonnes of fabric is produced by the fashion industry every year, of which 70% is wasted, that’s a huge number. And the fashion industry contributes to around 10% of the global greenhouse gas emissions. Different fabrics produces various amounts of toxic by-products, both Pre and post production & fast fashion is producing new design of clothes every week and month in huge quantity. So, shopping sustainable is a great way to lower the demand and production.
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@shreyakapoorkathiyal78@gmail.com
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Shreya kapoor 