Sustainability is no longer just a buzzword — it's a necessity. As the fashion industry faces mounting pressure to reduce its environmental impact, more brands are turning to circular strategies. A clear front-runner has emerged: secondhand resale models.
By extending the life of products, this model has garnered global praise. But how effective are these efforts? And more importantly, how much have they reduced the fashion industry's environmental footprint?
The Secondhand Apparel Market
The global secondhand apparel market is projected to reach $367 billion by 2029. In 2024, 58% of consumers—and 68% of younger generations—shopped for secondhand apparel. [1]
These figures are clear indicators that the consumer behaviour of buyers is rapidly changing, and buyers are now thinking of purchasing clothing as an investment.
This high percentage is a critical figure for fashion executives to note. Customer needs are evolving rapidly, and it's no longer just about sustainability — consumers are increasingly viewing their clothing as investments. In fact, according to a report by ThredUp, 47% of surveyed consumers consider resale value an important factor when purchasing new apparel. [2]
What does this mean?
With the rise of the circular business model and growing consumer demand for more sustainable practices, it's important to recognize that this is not a new concept thrust upon the industry. It's here, and brands that fail to adapt may be left behind.
At Oly 🫒, we're committed to reducing the environmental impact left behind by the fashion industry by making the resale business model simple and accessible. We centralize your inventory and offer seamless integration to streamline operations.
Beyond our platform, we’re passionate about raising awareness of the circular business model as a key step toward more sustainable fashion practices.
That’s why we’re excited to launch our new mini-series - Fashion’s Second Act, spotlighting three standout brands from three different countries that are leading the way in fashion resale. These are some of our favorite brands that have embraced the circular model as part of their core strategy, and we can’t wait to dive into their stories with you.
We hope this series shines a light on the positive changes happening in the industry, to tackle the 92 million tonnes of waste fashion generates each year, and start a conversation.
Stay tuned — we’ll catch you soon ✨
References
[1] [2]
ThreadUp. (n.d.). ThreadUp Resale Report. https://cf-assets-tup.thredup.com/resale_report/2025/ThredUp_Resale_Report_2025.pdf
[3]
Graham, E. (2025, April 27). Fashion & Textile Waste Statistics & Trends (UPDATED 2025). Waste Direct. https://wastedirect.co.uk/blog/fashion-waste-statistics/#:~:text=Global%20Fashion%20Waste,fashion%20industry%20continues%20to%20grow.
