From PRE-loved to RE-loved: The art of secondhand clothing businesses.

Secondhand clothing companies like Shop on Carroll play a vital role in extending the lifecycle of garments. A well-loved sweater, for example, can be worn, passed along, and eventually donated to an op shop, where it finds a new home and begins the cycle again. This process helps reduce the demand for new clothing production and supports more sustainable consumption habits. It's a powerful reminder that secondhand stores hold a pivotal place in the broader movement toward environmental change in the fashion industry.

A study by Linda Turunen and Maike Gosse explores how secondhand clothing businesses in Finland influence consumer behaviour and garment longevity through their marketing and operational strategies. One of the tensions they identify is the fine line between promoting the circular economy and unintentionally encouraging overconsumption. Because of low prices and the thrill of finding something unique, shoppers can be tempted to overindulge, even with secondhand goods. While we love seeing our customers score incredible one of a kind pieces, we also want to discourage impulsive buying that leads to clothing sitting unused in closets, or worse, ending up in landfill.

There’s another layer to consider, too. Many secondhand stores are run by charities, including ours, and each purchase supports people in need. This makes the question of "overindulgence" in op shopping morally complex, on one hand, your purchase helps; on the other, unnecessary accumulation doesn’t serve anyone in the long run. The study highlights the need for mindful marketing from shop operators and thoughtful purchasing from customers. At Shop on Carroll, we believe in promoting quality over quantity and helping people see the beauty in buying less but buying well.

In the end, secondhand fashion is a powerful force for good, but it works best when we all approach it with intention. Treasure those show-stopping finds and let your wardrobe be a reflection of values, not just volume.