As sustainability becomes a priority for many consumers, the fashion industry is witnessing a shift in spending habits. Thrifting, upcycling and renting clothing are not only reducing waste but also transforming how people approach their wardrobes. Consumers, particularly Gen Z and millennials, are leading the charge by embracing these alternative fashion models.

Thrifting has become a mainstream practice, with 82% of U.S. adults reporting they have either purchased or considered buying secondhand items in 2024, according to ThredUp’s Resale Report. Shoppers are drawn to thrift stores and online platforms like Depop and Poshmark for unique finds at a fraction of the price. At the same time, upcycling — where consumers repurpose old garments into new pieces — is gaining traction. Studies show around 45% of U.S. consumers now engage in DIY upcycling projects, further extending the lifespan of their clothing.

The rise of rental platforms like Nuuly and Rent the Runway is also reshaping consumer behavior. Nuuly, a subscription-based service, allows users to rent trendy, high-quality items for a monthly fee, catering to consumers who want variety without contributing to fashion waste. In 2023 alone, Rent the Runway reported a 27% increase in active subscribers, highlighting growing interest in renting over purchasing.

As consumers become more conscious of their fashion footprint, thrifting, upcycling and renting are positioned to grow. With an estimated $350 billion global secondhand apparel market by 2027, these habits are set to redefine the future of fashion spending. Whether seeking affordability, uniqueness or sustainability, today’s shoppers are proving that fashion doesn’t have to come at a high environmental cost.

Stay tuned for more exciting updates from Ayana Active as we prepare for our upcoming product launch! Follow us on Instagram @ayanaactive.