“We believe that’s clearly overconsumption,” Kannan said. “No one needs a new clothing item every five days. I don't think we need a new one every week, but there’s not a specific number. Everyone obviously has different clothing needs but I think it's [defined] as above and beyond what is needed and above and beyond even buying small things for yourself. Going above that need and want is what we see as overconsumption.
Fast fashion has managed to quell skepticism through greenwashing, Kannan said, with consumers buying more than ever before. The proliferation of fast fashion and overconsumption is having lasting effects on the planet with over 11 million tons of clothing ending up in landfills each year, she said. Toward vets brands before it offers them for sale on the platform. “We basically have brands fill out a 100-question questionnaire, and we take a weighted average based on each of the pillars of responsibility, such as transparency, emissions, etc. If they score above a certain threshold, we believe they're responsible enough to be on our web site and we consider them a responsible brand.”
The program dovetails nicely with current supply chain woes, which are inflicting pain on many categories, from apparel to home improvement staples such as wood, so it may be easier for consumers to abstain if the products they want aren’t in stock and on the shelves.
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