How the seven-time rule is destroying vintage fashion

When Allegra Benmayor was a teenager, she bought a vintage Yves Saint Laurent wallet for 50 cents and sold it online for $150. It began a passion for rummaging through old clothing and accessories, and she has since turned this hobby into a career.

Brands that are frequently popping up include online fast fashion brands such as Shein, Boohoo, Big W and Kmart brand Anko, Benmayor said. “Fast fashion itself was actually designed to be worn less than seven times,” Brydges said. “It has this short lifespan built into it.“It encourages the obsolescence of those garments because it’s constantly creating consumer demand for those new items. So it’s been estimated that now we’re producing about a billion new items of clothing every year.”

“When you get into it, the local charity shops have really become a key actor in terms of trying to divert some of that waste from landfill, but they can only do so much,” Brydges said. Meanwhile, nine in 10 Gen Z consumers believe “companies have a responsibility to address environmental and social issues”, a 2019 report from McKinsey found.

🤦🏼‍♀️ looks like I’m bucking trends. GoVintage SustainableFashion

I don’t think Saint Greta of Thunberg agrees with that all, but many of her devoted young disciples don’t understand that at all

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