As consumers brave a shift from fast fashion to sustainable used clothing, it is up to the used business owners to curate a shopping experience that’s worth the extra dollars.
In the wake of the today’s consumers realizing the horrible economic and ethical impacts of the fast fashion industry, there has been an increasing demand for sustainable and used fashion. For many, they are hesitant to transition from a shopping lifestyle that was affordable, convenient, and available in almost any colour or size. Certain trends have even set the sustainable fashion movement backwards, such as #SheinHaul videos on TikTok. In these videos, consumers excitedly show off their purchases from the fast fashion site and encourage others to take advantage of promo codes that gave them a subtotal cheaper than a fast-food combo meal. Naturally, these are reasons enough for many to turn a blind eye to the negative impacts of the industry.
The moral and financial dilemma that consumers face in today’s more justice-oriented society is parallel to store owners that are brave enough to challenge big retail brands with used and sustainable clothing stores. The cons of used fashion stem from consumer wants and needs, which is something that store owners must tend to while figuring out a way to make profit.
Especially for curated vintage and used stores, it is the key aspect that differentiates them from salvation army thrift stores. This means not only having adaptive knowledge of what products hold enough value to resell, but also finding a price point that is acceptable to customers while increasing their bottom line. Unfortunately for many, they struggle to find a balance largely due to a poor eye for desirable products. This is only one of many complications of used clothing, among sanitation issues, visible flaws of misuse or age on clothing, the time-consuming labour of personally sorting through and handpicking inventory, and much more. Whether it’s motivated by environmental awareness or sustainable clothing trend-hopping, there’s a greater cost of selling second-hand.
In the small town of Guelph is a vintage store owner that is reaping the rewards of the risks necessary to own a successful business. Tony Veder’s curated vintage clothing shop, DLR, is located in the heart of downtown and is considered a staple visit recommended by locals. Its success for the past twenty-two years can be credited to the relationships he creates with the local community and clientele, his Laissez-Faire management style, a unique in-store shopping experience, give-aways of cash and products, strong social media presence, low prices, and much more. While other curated second-hand chain stores such as The Patch and Plato’s Closet have come in and out of town over the last couple decades, DLR has become integrated into an authentic downtown shopping experience. Moreover, Veder has had an interest in fashion since a young age and states that he has lived through many eras of trends, rise and falls of brands, and can appreciate from experience the value and scarcity of his finds. Even his online website generates hundreds of visits daily, and his social media accounts keep active and communicative with followers. While many may consider noticeable imperfections a downside to used clothing, Veder counters this by explaining that “they tell a story. What a piece of clothing has been through is what makes something vintage, and the character is what you’re paying for”. While there were many factors that gave him encouragement to start this business, he reminisces that “it’s what my family has always done,” referring to managing in the fashion industry. Raised with the knowledge of how to successfully run a business paired with a keen eye for fashion trends, his store remains unparalleled by other vintage stores in town. When asked about the impacts of used fashion compared to fast fashion, Veder agrees that what is most substantial is “the environmental influence… the fashion industry is the second biggest polluter in the world”. This can be verified in a Vogue article, “Fast Fashion is Still a Big Threat to Our Environment – Here’s What Needs to Change” written by Rachel Silvestri in June of 2021. Being environmentally conscious is something very important to Veder, as he also makes an effort to not give away plastic carry-out bags. When asked about other advantages and disadvantages to vintage clothing, he appreciates the “unique selection in used fashion,” while also acknowledging the “unavailability of sizes of colours for specific items,” since most of his collection are one-of-a-kind.
Despite the extra effort and deliberation, it can be concluded that the pros of sustainable clothing outweighs the cons. Especially when considering the long term benefits in countering years of environmental damage and labour injustices, it is vital that both consumers and business owners participate in the transition to popularizing sustainable fashion. While the arguments favouring fast fashion appeal to temporary desires and fleeting trends, used clothing can become a viable yet equally stylish substitute.
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