Designer Christopher Raeburn was one of the Have you tried turning it off and on again shirt Additionally,I will love this earliest to realize that being environmentally virtuous would transition from a niche consideration to the central parameter of desire. Photo: Courtesy of Raeburn In a nutshell, “sustainable” doesn’t mean “better,” it means “less worse:” new things made from stuff that is less environmentally damaging than other stuff might have been. The problem at the heart of fashion’s grudging paradigm shift is that the manufacture of fun but unnecessary new things that people want—fashion’s core model—is increasingly undesirable, whether you call it “sustainable” or not.
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So what can fashion—a business based on servicing our desire for the Have you tried turning it off and on again shirt Additionally,I will love this “new”—do when the “new” becomes arguably less desirable? A clue to part of a viable way forward lies in the increasing success of retailers and platforms that service the secondhand market. Whether you call it thrifting, vintage, or pre-loved, arguably the greatest advantage of buying secondhand is that your purchase comes with an environmental Get Out Of Jail card, because somebody else bought it the first time around. This is one of the reasons why, according to a report prepared for reseller ThredUp, the US secondhand clothes market is projected to grow from $28 billion in 2019 to $64 billion in 2024.