How circular fashion is redefining the way we shop
The fashion industry is currently in a transformative time, as the momentum for sustainable fashion continues to accelerate and consumers are increasingly choosing to shop more consciously.
ThredUp estimates that the global second-hand clothing market has grown from $141billion in 2021 to $230billion this year and should reach $350billion by 2028 at a growth rate three times higher than new apparel. The world of sustainable shopping is seismically shifting the fashion landscape and creating a circular economy in the way we choose to shop.
When pre-loved came on the scene back in 1995 with eBay, this pioneering way of buying second hand items was completely new to customers and the internet, giving us a new way to shop which hadn’t been seen before. Thirty years later and the recommerce sector has been supercharged with user friendly, and practical apps and sites, flooding the marketplace with ways to rent, buy and sell incredible, affordable second-hand items. It’s never been a more exciting time to shop second-hand and brands like Reskinned are charging the revolution, infusing creative and smart tech solutions with circularity to change the fashion landscape for the good (more on them later ;)
Attracting consumers of all ages, shopping more consciously taps into an innate human desire to hunt down one-of-a-kind items while doing something good. It has captured the attention of a breadth of consumers, with 18–34-year-olds being the key demographic and 74% of Gen Zs shopping second-hand, and 37% reselling their clothes.
No longer a trend, the circular way of shopping has radically redefined the concept of buying something “new,” and in turn the psychology behind how we shop is evolving for consumers everywhere. With rental platforms, the expansion of charity shops, marketplaces to buy and sell your high street/luxury items and brands promoting their last season stock through pre-loved sites, the recommerce market is a melting pot of experimentation and creativity, constantly innovating to remain culturally relevant for consumers and fight against the rise of fast fashion.
Having been a convert to the circular way of shopping for the past 10 years, I have found far more joy in sourcing second-hand items in charity shops, and renting outfits for parties, work events and weddings than trawling the rails of Zara with the hundreds of other women on a sweaty Saturday in Westfield. Some of the highlights have been renting a suit for my legal wedding in London, only arriving the night before to add a sprinkling of stress before the big day.
Renting a beautiful, flowing summer dress for my son’s first birthday party in a sweltering summer heatwave, in a pub filled with crazy, screaming toddlers. And, spending days on maternity leave, in and out of my local charity shops to find myself some bargains and Arthur a new wardrobe, with the inevitable visits to my local ladies down the road to make the alterations so things would fit.
Circular fashion maximises the lifespan of clothing, giving them a second, third and potential for endless lives, upcycled, recycled and reworn - reducing the masses of clothes ending up in landfills.
Please see my round below of the top reasons why circular fashion and shopping is becoming the 1st choice for consumers, with a spotlight on the brand Reskinned:
Celebration of individuality
In an oversaturated world of Tiktok, Instagram and influencers, standing out from the crowd is something which is not a given. Finding your individuality in what you wear and how you express yourself is becoming more important than ever, and there is no better way to do that, than choosing to shop pre-loved.
Whether you buy second-hand, get your items upcycle or repaired, it is the perfect way to showcase your personality and express yourself. Also, it’s a great way to avoid being spotted in the same dress or leather jacket that has gone viral from that high street brand that every man and his dog own.
Reskinned champions consumers authentically showing up as themselves, offering the chance to recycle, repurpose or resell your favourite pre-loved items. They also upcycle your pre-loved items, turning old clothing into entirely new pieces, creating styles that are yours, and yours only.
Accessibility
Recommerce sites have understood the assignment - invest into building easy-to-navigate and appealing sites/apps so shoppers will find them, successfully purchase, rent or sell items, and then return to said sites. Accessibility has been key for the sector to thrive and now with the demand for pre-loved marketplaces and sites booming, as well as the infinite number of charity shops (with increasingly impressive stock) easy accessible on your local high street and your iPhone, consumers can choose to shop consciously with the same ease as shopping conventionally for full price items.
Brands like Reskinned have not only created a simple, clean and functional site, but they are investing into pop up events to help boost their IRL presence. Choosing to show up in the cultural hot spots that matter to consumers is a strategic way to reach both new and existing customers.
Affordability
With the economy continuing to be in a state of flux and uncertainty, consumers are needing to tighten their purse strings, with it no longer being feasible to get a new outfit or wardrobe for every occasion, holiday, or seasonal shift. For the many of us who love fashion and shopping, affordability is key to maintaining this pleasure. The world of recommerce, gives us a plethora of affordable options at our fingertips, whether that’s bidding on vinted, renting a designer dress for a fraction of the price or finding a hidden gem in a local charity shop, you will be presented with a much cheaper way to shop.
Reskinned offers a variety of pre-loved items from leading brands on their site at 40/50% off their original price. If you send back your worn items, you also get a discount of any items purchased on their online store. Consumers love a bargain, and with the market of pre-loved sites becoming increasingly saturated, Reskinned understand that offering smart initiatives to their customers is key to remaining competitive.
Partnerships with your favourite retailers
Mainstream fashion brands are increasingly showing their commitment to sustainability initiatives, and we are seeing more and more exciting partnerships crop up in this space, as the two worlds of fashion and sustainability continue to collide and thrive together.
Reskinned are a brand who have strategically focused on this incentive, partnering with the hottest and most loved high street brands to capture consumers’ hearts. Their recent partnership with M&S, blew up every fashion news site, with a collaboration where Reskinned will repair customers’ pre-loved M&S items using their water-free ozone cleansing technology to cleanse them thoroughly. They’ll then be made available on the official M&S x eBay store for someone else to enjoy. This has been a huge move for Reskinned to gain exposure with the M&S customer base, cementing their value as a key player in the circular fashion space.
A nod to nostalgia
As a way to add some depth and meaning to our wardrobe, consumers are choosing to connect back with their younger years and hit up trends from days gone by. Shopping second-hand offers us a chance to shop into worlds we used to be a part of evoking memories and emotions for us in the same way watching re-runs of our favourite shows gives us some comfort in a world of noise, (Friends and SATC for me, every time.) Seeing every teenager in London in a pair of trainers, 90s crop top, and baggy jeans this summer has really made me smile as a proper nod to my youth, but I’ve chosen to stick with the 70s blouses and flares, celebrating my mum’s style as a teenager rather than mine.
Reskinned celebrates the idea of pairing the things you love from all eras and trends, so you can create looks that are completely unique to you. They have chosen to work with a variety of brands who capture this. A special shout-out to Kickers who not only were my school shoe of choice back in the 90s, but who are still just as relevant outfitting young girls and guys in 2025.
Variety and versatility- for every occasion & life stage
What was once the answer to finding a new top for your night out or a dress for your summer holiday, recommerce sites are now offering options for all stages and moments in your life, whether that be your graduation, wedding, honeymoon or new wardrobe for your little one.
Littleloop is paving the way with a platform specifically for second-hand, past season and vintage kidswear, with a marketplace and subscription platform to buy and sell kidswear. The company also chooses to promote ethical and sustainable brands, finding brands who have often originated from humble family set ups of husband and wife partnerships, which, as a mum, is a huge draw!
Reskinned has also jumped onto this growing opportunity to expand into kidswear, now offering preloved items for your kids and the chance to recycle or repair previously adorned items.
Affinity with high fashion
Recommerce sites are seeing the huge opportunity to affiliate themselves with high fashion, knowing consumers who choose to shop more consciously are often true fashion enthusiasts. ebay’s ‘Endless Runway initiative’ supports new designer partnerships, and is a great way for the brand to stay culturally relevant. Vinted are funding a new eight-part series on Prime Video called Re/Style, where contestants will compete to create capsule collections and catwalk-ready looks exclusively using second hand clothes. Luxury platfoms like Vestiaire Collective and The RealReal have all hosted wardrobe sales in order to elevate brand perception, build community and attract customers.
Reskinned offers something which many other sites in this landscape do not, a chance to upcycle your favourite pre-loved items with top designers such as E.L.V. Denim and Ahluwalia. It is a great way for creative expression, supporting both the designers and the pre-loved items. I’m sure Reskinned have many other exciting partnerships and collaborations up their sleeves, so watch this space.
Building a sustainable future in the most innovative way
As the world of sustainable fashion grows and evolves, brands are relentlessly driving to find the most innovative ways to keep clothes in circulation for longer, fight waste and overconsumption, with the ultimate goal of protecting our planet. The masses of clothes going to landfill (approx. 350,000 tonnes annually) which includes 70% of donated clothes to charity shops, are truly shocking statistics so finding ways these items can be recycled will be game changing to the future of our planet.
Reskinned is one of the most exciting circular fashion sites on the market, looking for ways to responsibly recycle pre-loved items. As part of their ‘recycling’ initiative, they do ‘mechanical recycling,’ shedding materials down to create something new, which often relates back to the brand, (a pair of Sweaty Betty leggings being recycled into a punching bag, genius!) They are also working on the ways old fabrics can be turned into new ones, ideating with partners across the texture industry to find new, meaningful solutions.
The future of our fashion industry may be uncertain, but brands like Reskinned are making waves in the world of circular fashion, offering consumers an alternative way to shop, treat our clothes and in turn, treat our planet. It’s an exciting time for change as consumers are shifting their perspectives and habits, and the more investment we see from the big retailers ruling the high street, the better chance we have for a brighter world where circular fashion can reign supreme.