In recent years, thrifting has experienced a notable resurgence in popularity amongst Gen Z. With different platforms like TikTok and Instagram flooding everyone’s feed, a crucial factor driving this trend is the growing awareness and concern about the environmental impact of fast fashion. Not only can thrifting be a more affordable option for everyone, but it also gives people the ability to expand their wardrobes under sustainable conditions. 

While numerous fast fashion brands such as Shein, PrettyLittleThing and Forever 21 are growing in notoriety for their contributions to landfills and pollution, thrifting offers a more environmentally-conscious option for shopping. Content creators across social media platforms often show their audiences how to find amazing pieces at affordable prices, while also reducing waste by supporting sustainable brands. Platforms such as Twitter and YouTube have helped normalize thrifting as a desirable and fashionable option, especially for younger buyers. 

With social media expanding the idea of thrifting to a wider audience, the ability to search for and purchase items online has become easier than ever. Different non-profit organizations like Goodwill and eBay have online stores and websites to help shoppers find items that they need, making thrifting a simple and accessible option for customers to rely on. 

Companies like Poshmark and Depop have also made it easier than ever for people to buy and sell second-hand clothing and accessories. Through ratings and reviews, shoppers can make informed decisions about their purchases, enabling them to find high-quality items or those from a great array of particular niches and styles. Consumers can also take advantage of being able to purchase second-hand clothing and items without the limitations of costs or the worry of producing waste pollution. 

The overwhelming uptick in popularity for Y2K fashion in particular, with vintage items not being available in traditional retail stores, thrifting can help people find authentic second-hand 2000s pieces, reducing the demand for fast fashion. As a result, companies like Juicy Couture, Von Dutch and Abercrombie & Fitch have reduced production for the sake of sustainability. Many companies now state on their official websites that they will be switching to using recycled materials and organic fabrics for their clothing. Shopping in thrift stores helps people find authentic pieces from distinct eras without contributing to the mass production of microtrends and the resulting waste.

Driven by a growing awareness of fast fashion along with the affordability and accessibility of thrifting, it’s no wonder why thrifting is growing in popularity online. As people move towards a more sustainable yet still “fashion-forward” future, thrifting will only continue to grow as an appealing and better option for shopping.