In recent years, the global second-hand fashion market has seen significant growth, driven largely by eco-conscious consumers seeking more affordable and unique clothing options. Supporters of sustainable fashion argue that transitioning from fast fashion—cheap, mass-produced clothing—to a circular fashion ecosystem (focused on reuse, reduce, recycle) offers environmental benefits and economic opportunities for both retailers and consumers. “The landscape of sustainable fashion in South Africa has completely transformed over the past decade,” said Aune Aunapuu, CEO and founder of Yaga, the fastest-growing marketplace for selling and buying second-hand fashion in South Africa and Estonia.
“In the early 2010s, it was niche – driven by some local designers and eco-conscious consumers – but now, it’s becoming truly a mainstream movement,” she added. While second-hand or thrifted fashion is not new, there has been a noticeable increase in demand from environmentally conscious consumers for sustainable and ethically produced clothing. “Fast fashion has dominated – but today, the global concern for our planet’s health has shifted where consumers put their money.
Shoppers understand that the fashion industry is one of the most polluting sectors in the world, and they are looking for other, greener options.” said Aunapuu. Statistics from the Ellen MacArthur Foundation estimates that fast fashion contributes approximately 10% of global carbon dioxide emissions.
