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With the rise of fast fashion—a term coined in the 1990s to describe an industry shift toward cheaper, more disposable clothing—reusing, repurposing and reselling clothing has gained popularity among environmental activists and proponents of sustainability. But how much are Americans buying into that idea overall, especially given the cheap, ubiquitous convenience that fast fashion offers?
In a new Adweek-Morning Consult survey, we wanted to understand how much sustainability factors into Americans’ decisions about where they buy their clothing and what they do with items they no longer want.