The pandemic highlighted the unsustainability and unethical practices of the fashion industry in India, leading many consumers to seek homegrown eco brands. Doodlage places zero-waste and upcycling at the core of its model, catering to a growing demand for secondhand clothing and one-of-a-kind style.
Value-driven Indian consumers are turning to locally-made and socially-minded products purchased via e-commerce. Phool, a company ‘flowercycling’ floral waste found in the Ganges, is blending environmental activism with social empowerment to reach impact-focused online shoppers.
Price is often highlighted as the main driver behind fashion choices. In spite of people’s desire to shop eco-friendly, there’s a high barrier to entry for most ethical brands. Is fashion resale a way to ensure greater eco access, or is the second-hand market causing more problems than it solves?
Second-hand fashion has dusted off any remaining mothballs, with online platforms, charity shops, and auction houses catering to frugal fashionistas. While the industry is often called out for fast-fashion waste, how can brands encourage timelessness? And can thrifted threads be luxury items?
Thrift sellers on TikTok are making a jump into the real world and launching nostalgic brick-and-mortar stores in New York. In a near-saturated and growing resale market, these sellers see experiential physical retail as a way to stand out, catering to the sentimental needs of Gen Zer consumers.