How to Find Sustainable Fashion in the Digital Age: Thrifting Over Fast Fashion

Updated: May 26

Almost everyone is familiar with the current phenomenon of thrift culture, which appears to have taken over social media, particularly Instagram. You may or may not have participated, but this new trend that has taken over the fashion business appears tough to ignore.


It's 2022, and you can't shop without being accountable to yourself and the brands you buy from. We can no longer justify impulse purchases until we understand the distinction between "need" and "want." The more we spend and contribute to the rapid consumption of products, the faster we fill landfills, which are swiftly turning into toxic mountains in a third-world country.



So, what is thrift culture, and why has thrifting recently become so popular?


Fashion thrifting comprises purchasing clothing, accessories, or fashion items) that have been previously worn or owned, fast fashion brands' excess, or even old things that have been upcycled/repurposed and sold by thrift stores.


Many people appear to participate in thrift culture to purchase their favorite branded things at off-brand prices, but is thrifting more than just cheap purchases? Yes, absolutely! Rather than being bought from a fast-fashion company, those thrift shop jeans are suitable for your pocket and the environment.



Yes, thrifting has never been more fashionable or "trendy," but being ecologically concerned and aware of your buying has always been fantastic. In addition, thrift stores have grown more accessible, which is a good thing!


According to ThredUp's 2020 fashion resale projection, the secondhand sector will reach $64 billion in the next five years. This is significant as it indicates how thrifting has evolved into an essential participant in the fashion industry. In addition, younger generations demonstrate a solid inclination to buy secondhand to reduce fashion waste, which gives the industry a promising future.


What if I told you…


  • The fashion industry generates 1.2 billion tonnes of greenhouse gases each year, accounting for 10% of our total emissions.

  • That pair of jeans you are about to throw away can be worth the wastage of 10,000 water gallons.

  • Estimated annually, 85 percent of all textiles are thrown away and in landfills; they're also a significant source of microplastic contamination in our waterways. Just washing clothes releases 500,000 tonnes of microfibers.




Thrifting is the answer.


Thrifting, a wholly new topic and identity in India, has risen to a new level compared to the rest of the world. There are physical stores in various countries, such as the United States, where you must physically travel to purchase things. However, 90 percent of the thrifting industry thrives on Instagram and other platforms in India.

Gen Z is the most environmentally conscious and ecologically aware age. It appears to be the backbone of the thrifty sector, and the thrifting culture is quickly increasing in India.


Why EcoDhaga?


Ecodhaga is a digital thrift store for consumers looking for stylish, inexpensive, and ecological clothing. Nothing escapes our notice, and each item of apparel is subjected to stringent quality inspections before being listed for sale.


Marks & Spencers, Sisley, Forever 21, Uniqlo, H&M, River Island, and others are among the names we carry and some great custom-tailored outfits. Look through our vintage items to find what you're looking for!



We want to make it easier for ethical customers in India to participate in closed-loop fashion by extending the lifespan of wearables through thrifting, upcycling, and recycling.




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