We are happy to see that our community is growing. Not only in Scandinavia or even Europe but in the USA. We have tried to explore why this is the case since most of the people, brands and stores we feature are based in Europe. Is it the English language? We don’t know but we do know that Google Search on the second hand, thrifting and sustainable fashion is far more googled in the USA than in Swedish in Sweden. We got curious about the interest in sustainable fashion in the USA and decided to ask one of our friends in our community, Sara founder of Rhymes with Orange, a community that helps people to clean out their closets, buy preloved first hand, circulate and enjoy fashion while ditching fast fashion.

How far would you say America has come when it comes to circular fashion? Is second-hand becoming the new norm?

To sum it up, I would say we've come far but not far enough. Certainly, our awareness of the harm to the fashion industry is higher than ever. I also love how secondhand has been an amazing and accessible entrepreneurial opportunity; budding business owners launching their own vintage stores, Depop pages, etc. We're seeing legislation gaining traction like the New York Fashion Sustainability Act, and Forbes has declared resale the star of retail in 2022. We're seeing 75% of people buy at least one secondhand item a year which is great (Chainstoreage)! However, I would not say secondhand is becoming the new norm. It's on its way! But for now, to America broadly cost remains the biggest purchasing driver - and that's where fast fashion wins. That industry is expected to grow from $91.23 billion in 2021 to $99.23 billion in 2022 (PR Newswire). For secondhand to become the new norm, we have a lot more work to do - but I'm seeing a big shift and am incredibly optimistic.

What are the most popular sites and platforms people use to resell and buy second-hand?

The RealReal, Poshmark, Depop, Vestiaire (my personal favorite for fashion eye candy!), and ThredUP

What would you say are the major challenges for people to be aware of the sustainable challenges in the fashion industry and become more sustainable?

A recent NYT article discovered that when a variety of brands came together to discuss decreasing their production (which is imperative in making the industry more sustainable) it actually violated anti-trust laws (NyTimes). This is a major challenge I'm keeping my eye on. Another major challenge is that despite Gen Z claiming to be the most climate concerned, they are also purchasing fast fashion at some of the highest rates. We have a challenge in getting American society to understand how much amazing clothing already exists, and market that in a way that's more appealing than fast fashion.

Do you have any favourite stores, influencers or brands in the USA within a sustainable fashion that you would like to recommend?

I love shopping in person again! The experience of a well-curated store and the feeling of fabrics on your fingertips are so special. I'm very lucky to live in NYC where sustainable and secondhand options are plentiful. If you prefer or only have access to online shopping - I love the aforementioned resale sites as well as Wolf and Badger, Singulier MTL, and Grailed.

How far has the USA come when it comes to circular fashion?

Trends: A fun thing to catch or just an environmental disaster?

When was the last time you cleaned your closet?