Fast fashion is out, second-hand is in!


People are more interested in sustainable clothing than ever before.


We all know how devastating the production of clothing is for our environment and planet. According to UK NGO Waterwise, the production of a new pair of jeans and t-shirt can use up to a shocking 20,000 liters of water (it would take the average human being 13 years to drink that amount of water).

Not shocked enough yet?
A study conducted by WRAP (the Waste and Resource Action Programme) showed that 1/3 of the average UK wardrobe hasn’t been touched in a year.

Think about it. How often do you buy new clothes? How often do you wear the same items?

We realize that the majority of Czech people still see the second-hand shops as the classic “hrabarnas”, sorting through boxes in a small shop in order to find the cheapest, yet prettiest little item.

We, as so many other companies, envision changing that perspective. 
Buying pre-used not only helps the planet but also looks amazing.
Clothing with a real story behind it, one of a kind vintage pieces, flashy retro track-jackets, rare watches… they all deserve a second life.

You want to stand out and be unique? Second-hand / vintage is the way!

The perception of cheap, hippie looking second-hands is slowly fading, as more luxurious and trendy shops start to appear on the market. 

French company, Vestiaire Collective, rose a stunning €59mil during the month of April 2020. They base their business on the re-sale of luxury goods through their online platform, and business is booming! 

They are not the only ones that embraced the criticism of fast fashion and the rise of pre-used clothing. 
Farfetch, “the platform for goods in luxury fashion”, estimated the luxury resale market to be worth over $24bn, growing four times faster than primary sales.

Lately, more and more celebrities seem to jump on the sustainability train.
This year’s embodiment of Oxfam’s Second Hand September was none other than writer and BAFTA award winner Michaela Coel.

The fact that the second-hand market developed beyond the mere ‘buy cheap and fast’ principal plus the increase in environmental conscience, allowed to pave the path for the new buzzword “circularity” (based on the principles of designing out of waste and pollution, therefore keeping materials in use}.

For fashion this means creating business models that keep clothing in use for longer, making clothes from safe and renewable materials, and ensuring clothes are made to be made again, so that at the end of their use they can be safely and easily used to make new clothes,” Laura Balmond, project manager for Make Fashion Circular at the Ellen MacArthur Foundation, explained to Sourcing Journal.

All this makes for an eye-opening trend!
Are you shopping second-hand? If not, shouldn’t you?