Clothing has shifted from something people wear to something they consume. Platforms such as Shein, Temu and TikTok shop, along with the rise of online shopping hauls, promote constant buying. Fast fashion encourages consumers to chase trends and purchase more clothing at lower prices, often leaving shoppers wondering what to buy next. Fast fashion companies rely on marketing strategies designed to create urgency around new styles. Social media influencers and targeted advertising frequently introduce new trends, encouraging consumers to keep up with rapidly changing fashion cycles. This pressure often leads shoppers to update their wardrobes more frequently.
Kadence Young, a graduate student studying business administration, shared how trends can have a strong influence on what people choose to buy. She said consumers often focus on the immediate appeal of clothing rather than its long-term environmental impact. The rapid rise and decline of short lived fashion trends contributes to increased clothing waste.
“We often think more about the clothes in our hands than what it is going to do to the environment later on,” Young said. “Micro trends play a huge role in this as articles of clothing are popular for short amounts of time, then just end up being thrown away.”
Thrifting, however, encourages consumers to slow down and browse items that already exist. While thrifting is often cheaper and more sustainable, it also promotes mindful and intentional shopping habits.
What is fast fashion?
Fast fashion is a business model centered on the rapid design, production and marketing of inexpensive, trendy clothing. The model encourages high-volume consumption through low prices, often resulting in lower quality items. Major fast fashion brands include H&M, Zara, Shein, Forever 21 and Fashion Nova.
The fashion industry is considered one of the largest contributors to global pollution. According to the UN Environment Programme, fast fashion accounts for about 10% of global carbon emissions, surpassing emissions from international flights and maritime shipping combined.
A growing alternative: Thrifting
Instead of purchasing from fast fashion retailers, thrifting offers a more affordable and environmentally conscious alternative. Thrift shopping allows consumers to find clothing at reduced prices while extending the life cycle of existing garments. Thrifting can also change how consumers interact with clothing. Shopping in thrift stores often requires more time and attention, which can encourage shoppers to make more intentional choices. Young said that thrifting often provides a more personal experience by helping people to form stronger connections with the clothing they purchase.
“Connecting with the price in person is way more personal than clicking buy on 10-20 items in a shopping cart. Curating your fashion with something you connect with that has a background gives you a more dense personal style.”
Approximately 16% to 18% of Americans shop at thrift stores annually, saving an average of about $2,071 per year, according to industry estimates.
Thrifting has become especially popular among college students who are looking to save money while exploring personal style. The variety of secondhand items allows shoppers to experiment with different styles without spending so much money. Thrifting also appeals to students who want to make more environmentally conscious purchasing decisions.
Gen Christine, a freshman special education major, uses thrifting to find her own style.
“I can find items that speak to me from different eras of fashion, and I love collecting trinkets, so thrifting is perfect for that, too.” Thrifting allows for greater self-expression through clothing and accessories. Christine said secondhand shopping provides opportunities to find items that are not commonly available in retail stores. Thrifting also encourages creativity when building outfits.
Unlike fast fashion, thrift stores often provide unique clothing pieces that allow shoppers to express individuality.
Sustainability, affordability and creativity
Beyond financial savings, thrifting reduces textile waste and supports local communities. Many thrift stores operate through nonprofit organizations or support local initiatives.
Thrifting can also encourage creativity. Shoppers often repurpose or alter secondhand clothing through sewing and upcycling, turning thrifted finds into personalized pieces.
As awareness grows about the environmental and financial impacts of fast fashion, thrifting continues to gain popularity as a sustainable alternative. Choosing secondhand clothing allows consumers to be more mindful of their purchases while supporting local businesses and reducing environmental impact.