Decreased Carbon Footprint & Increased Sense of Style: What it Means to be Gen Z
Tearsheet by Cheyney Chiddick.
Gen Z is known for their obsession with all things ethical, sustainable, and authentic. This is a reputation I commend my fellow generation inhabitants for adopting. Between reusable straws to shopping local, Gen Z has made sustainable practices a crucial part of the lifestyle. Gen Z’s push for these practices has not only affected them but also CEOs and lead creatives of the consumer industry. As Gen Z takes the spot as leaders in shopping and buying, companies have had no other choice than to listen to their requests.
Eileen Fisher
The fashion industry is one where Gen Z’s call to action has CEOs changing their ways. Name brands and small boutiques alike have begun shifting their methods of production and their messaging to include equality and sustainability practices. But even with high-end brands joining the green movement, Gen Zers seem to be more interested in up-and-coming sustainable brands than in these decade-lasting fashion moguls.
Beyond sustainable brands, new social pushes to thrift and shop small have also made a mark in the consumer sphere. In fact, Thred Up, the largest online thrift store, claims the Secondhand [clothing] Market is on track to hit $64 Billion in the next five years. In 2019 alone the market reached $28 Billion. With these numbers, it becomes obvious just how strong of an impact Gen Z’s consumer habits have on the global fashion industry.
If Gen Z is so excited to shop second hand, what will happen to the ‘first-hand’ stuff? Will the luxury fashion industry last through this thrift-obsessed generation?
In a survey of more than 200 of my social media followers, Gen Zers reacted to the following questions about fashion sustainability:
· Which type of clothing do you prefer? Thrifted/Local or High-End Brands.
· Do you think the luxury fashion industry is dying out? Yes or No.
· Where do you shop? & Why?
The survey showed that 76% of Gen Z prefer “Thrifted/Local” clothes to “High-End Brands.”
In many cases, Gen Zers “thrift as much as they can,” at places such as the Salvation Army, Buffalo Exchange, Volunteers of America, Goodwill, Plato’s Closet, and other second-hand businesses. Their reasons for thrifting and shopping local include environmental sustainability, not adding to the waste of clothes and materials, and the ability to personalize one-of-a-kind or rare pieces.
Other methods of second-hand shopping and selling include resale sites such as ThredUp, Depop, and The Real Real. ThredUp acts as a middleman for selling and buying second hand, functioning like an in-person consignment store might (sellers get a portion of the profit from the clothing they sell). Depop allows users to directly sell their clothes and goods to other users on the app. Both ThredUp and Depop contain a variety of brands for a variety of prices. The Real Real, on the other hand, is an app for designer goods. There, users can buy used designer goods at a slightly more affordable price point.
The Real Real
Gen Z’s oftentimes limited budget is one reason for their limited luxury shopping. Mainstream brands such as Gap, H&M, and ASOS become affordable alternatives for current luxury trends. For years, these brands have been ridiculed for their practices in fast fashion (one of the leading factors in high levels of atmospheric CO2 and other pollutants). H&M, however, just launched its Conscious Collection, with a focus on sustainable fashion, using organic materials and materials recycled from waste.
H&M
Despite the overwhelming preference for local and thrifted pieces, Generation Z does not think luxury brands are dying out.
Luxury brands are able to withstand the generation’s push for second-hand thanks to the influencer generation paralleling Gen Z. Many influencers have partnered with high-end fashion companies to integrate the younger generation into the world of luxury fashion.
Emma Chamberlain, a YouTube Creator with almost 10 million subscribers and over 11 million Instagram followers, is a member of Gen Z herself. She attended multiple fashion week shows with Louis Vuitton (thanks to a co-sponsorship between LV and YouTube pushing for this young consumer integration to luxury fashion). Emma has become the Gen Z face for the brand. As she continues to wear and promote luxury brands such as LV, young viewers are sure to keep the brand on their radar (even if they can’t afford it or don’t wear it themselves).
Even with this integration of luxury fashion in Generation Z media, thrifting and second-hand shopping continue to move into the mainstream. Whether it’s for economic purposes, environmental sustainability, or the ability to personalize a wardrobe, second-hand shopping will likely match or take over the luxury industry within the coming years.
It is important to remember that thrift and second-hand companies aren’t free of problems. In fact, many thrift stores are raising their prices, making second-hand shopping almost as difficult as luxury shopping in some areas. On top of this, some online second-hand sellers purposefully buy thrifted goods for cheap and continue on to sell these “vintage” pieces at a high price online, making a profit off of the old clothing. While this is an effective business model for the seller, it does bring about questions of equity, and the purpose of second-hand stores such as Goodwill, Salvation Army, or others around the country.
Regardless of potential problems with the growing thrift industry, there’s no denying the benefits it has towards environmental issues. With increased knowledge about world-wide environmental problems, thrift stores, local boutiques, and large brands should all be taking steps towards a more sustainable fashion future.
If you’re looking to decrease your carbon footprint but increase your sense of style, try shopping local, thrifting, or prioritizing the brands Gen Z has. There are some brands and companies approved by the eco-conscious generation:
Sustainable Brands- small and large:
Eileen Fisher has been a leading proponent for years in regards to environmental sustainability.
Matching its outdoorsy apparel with a similar message, Patagonia has taken countless steps towards a completely sustainable industry.
Pact’s comfy-casual clothing is made of entirely organic cotton in fair trade factory.
Completely Gen Z, this brand was started by social media influencer and former model, Tatiana Ringsby. Pronounced Tatchi is her sustainable streetwear brand.
A brand that creates each piece with non-toxic, organic and natural materials, MATE is based in L.A. and is committed to limit the spread of toxic chemicals.
A sweater company ethically and sustainably sourcing their cashmere from Mongolia’s Gobi Desert.
Article by Alexandra York, Contributor, PhotoBook Magazine.
