Tapping into an increased interest in sustainable practices, fashion resale platform ThredUp and Brooklyn-based clothing designer Zero Waste Daniel have launched a collection made entirely from secondhand garments and fabrics.
The ReFashion collection takes the more than 100,000 secondhand clothing items sent to ThredUp each day and transforms them into clothing for resale with the help of Daniel Silverstein, the designer behind Zero Waste Daniel. The collection is made up of 200 secondhand pieces ranging from $14 to $50, all hand-sewn by Silverstein, with a focus on comfy, fashionable styles.
ThredUp found that 50% of people throw old clothes in the trash instead of donating them or selling them to thrift stores. In an effort to combat the 208 million pounds of clothing waste generated in 2019, according to ThredUp’s 2020 Resale Report, the partners built the clothing line to encourage others to repurpose their own clothes into new fashion items—or at least sell them to someone who could.
“I intend to send nothing to a landfill in my everyday life,” Silverstein said in a statement. “And I hope this collection with ThredUp will inspire others to do the same.”
The campaign comes at a time when shoppers seem to be more open to less expensive, more sustainable clothing practices. ThredUp’s report found that general retail clothing is expected to fall 15% between 2019 and 2021, while online secondhand clothing is expected to grow 69%. Since stay-at-home orders began, ThredUp grew 20%, while other fashion ecommerce fell 24%.
It’s also part of a larger movement toward sustainable fashion, particularly driven by younger consumers. During the pandemic, ThredUp found that 88% of consumers picked up a new “thrifty hobby” that they plan to keep, and a study by online fashion platform Zalando SE reported than 9 in 10 Gen Z consumers believe brands are responsible for addressing environmental and social issues.
“By committing to sustainability, we can secure our long-term growth, stay relevant to our customers and establish market-leading differentiation against our competitors,” Kate Heiny, director of sustainability at Zalando SE, said in a statement.
ThredUp is encouraging consumers to spread the campaign on social media by tagging the brand and using #thriftmoretossless, with a promise to donate $1 per share to the ThredUp Circular Fashion Fund, a nonprofit that donates to organizations and individuals working on sustainable solutions.