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Fast fashion is far from extinguishing the fire. In an experiment with circularity, retailer PrettyLittleThing launches a resale app to help encourage sustainability and rethink throwaway fashion. As one of the first fast fashion resale markets, however, the startup raises concerns about where the industry is headed.
According to the brand’s creative director Molly-Mae Hague, users can resell their used PLT pieces “and anything that’s already been loved. There’s even a zero-fee promotion for your first three months on the site.
Hague said. Fashion United The new platform aims to disrupt the fashion industry by extending the lifespan of clothing (as well as pieces from the “biggest and best brands”) and increasing diversity and inclusion. Haig believes she has “hundreds of PLT pieces” that can be reused by someone else and will be one of the first sellers in the market. But will the pieces really get a new life or has this fast fashion lost its place to dump its garbage?
A lot of green washing – Sun Vintage, an online vintage store and certified Depop seller, called the brand’s initiative greenwashing in an Instagram post. Greenwashing refers to the process of distracting customers with sustainability claims while still producing cheap and environmentally harmful clothing. Many PLT pieces are made from synthetic, non-natural, non-recyclable fibers.
Fast fashion clothes are notorious for being of poor quality and unethical labor and falling apart after a few wears and washes. While a resale application can jump a step further and prevent a piece from heading to the landfill sooner, it doesn’t change the overall quality and longevity of the piece. Fast fashion is literally never built to last.
Thrift stores and online resale platforms are being flooded with Shein and other fast fashion brands, often with the tags still intact or the pieces displaying a disclaimer that they are “worn once for content.” Still, according to a study by UK-based energy comparison company SaveOnEnergy, PrettyLittleThing is one of the most re-sold brands in the world. Despite the awareness efforts of sustainability, buyers they are. Realizing that some companies are unsustainable – and still eating them more than ever.
Current Resale Value – Clearly, there’s a market for cheap, trendy pieces – especially if they’re under a green-wrapped “sustainability” cover. said Livia Firth, founder of sustainable consulting firm Eco-Age. Facial expression A piece is truly durable if it can be worn more than 30 times – for nylon cut ends from PLT. Fast fashion is all about celebrating trend cycles, and the app can serve as a repository for unwanted clothes.
The marketplace starts with two levels. Level One allows existing account users to sync with the platform, list their items from PLT and other brands, manage wish lists, and verify users and their PayPal accounts. Level two includes a review feature, a subscription service, and a PLT store credit payment option. Although the app is launching in the UK, a US launch will follow later in the year. Fast fashion is rising fast, and the bubble has yet to pop.
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