Secondhand Goes Mainstream: How Legislation and Big Retailers Are Accelerating Thrifting
For years, thrift stores were tucked-away treasures, sought after by niche vintage lovers or budget-conscious shoppers. But today, secondhand is no longer fringe. With legislative momentum, trade pressures and corporate shifts, thrifting is rapidly infiltrating mainstream culture. This transformation is reshaping not only consumer habits, but the future of sustainable fashion.
On June 25, 2025, Representatives Sydney Kamlager‑Dove (D‑CA) and Nicole Malliotakis (R‑NY) launched the bipartisan Secondhand Caucus in the U.S. House of Representatives washingtonpost.com+2hqnn.org+2teenvogue.com+2cowboystatedaily.com+3wsj.com+3marketscreener.com+3. The caucus seeks to promote re-commerce platforms such as eBay, Depop and Etsy through policy measures like reduced sales tax on used goods, tax credits for circular business models, and legislative incentives to extend garment lifecycles and reduce waste. Their united statement—“something that’s good for fashion, good for the economy and good for the environment”—signals a historic alignment between progressive sustainability and conservative economic stewardship wsj.com.
This initiative arrived at a pivotal moment. Tariffs of up to 145% on Chinese textile imports, compounded by the May 2 removal of the “de minimis” exemption, have already driven up prices at fast-fashion brands like Shein, Temu and even certain mass-market imports washingtonpost.com+4wral.com+4businessinsider.com+4. With clothing prices spiking—analyses estimate increases of 65% for apparel and 87% for leather goods—many consumers are feeling sticker shock minnpost.com+1apnews.com+1. As a result, 59% of shoppers say they’ll switch to secondhand if prices rise, including 69% of millennials, according to ThredUp’s 2025 report wral.com+7teenvogue.com+7apnews.com+7. Among high-demand resale platforms, Depop downloads surged 68%, Poshmark rose 28%, and eBay grew 15% in the first quarter of 2025 washingtonpost.com.
The economics of thrifting are operating on two fronts: rising cost of new clothing and increasing demand for preloved goods. Traditional thrift stores, local consignment shops, and online resale platforms are flourishing. In March and April alone, stores such as Thrift Vintage Fashion saw sales increases of 31% and 23%, while platforms like ThredUp registered a 95% spike in new user sign-ups wsj.com. Goodwill, an emblem of community charity, reported a significant uptick in traffic—proof that both affordability and environmental concern are driving the shift .
Some analysts caution that such rapid demand could outstrip supply. If consumers hold onto their clothes longer and fast-fashion production slows, donations may decrease, potentially driving up resale prices and making thrifting less accessible wsj.com+9wral.com+9washingtonpost.com+9. Indeed, some New York thrift shop owners have flagged an unusual dip in foot traffic—likely a result of economic uncertainty and waning tourism—despite the general trend toward secondhand wsj.com.
Major fashion brands have taken note. Retailers like REI, Lululemon, H&M, Zara and even Shein have launched pre-owned lines or resale programs. With one in two retail executives citing resale as a buffer against tariff volatility—54% say it provides stability in an unpredictable supply chain—the retail landscape is changing .
But this isn’t just an economic pivot—it’s a cultural one. Gen Z and millennials are increasingly embracing nostalgia, uniqueness, and sustainability. A significant majority—71% of 25-to-34‑year-olds in the U.S.—purchased secondhand last year, and a staggering 66% of Gen Z now start their searches on resale platforms . The growing popularity of thrift-haul videos and sustainable fashion influencers reflects a broader identity shift: buying preloved is now a statement of values, not compromise.
This tidal wave of interest is redefining the fashion industry. Every saved garment avoids an average of 8.4 lbs of CO₂ emissions, 16.5 kWh of energy, and 89 gallons of water compared to new production . Reusing clothes is one of the most direct sustainability acts consumers can take. Yet challenges persist: policy support must be sustained, supply must keep pace with demand, and resale prices must remain accessible for all.
For ÜPPY, this cultural and legislative environment is ripe with opportunity. As legislation encourages resale, and consumers shift toward circular habits, your community-focused thrift stores and upcycling kits are becoming increasingly relevant. Local events, guided workshops, and online storytelling can position ÜPPY at the center of a cultural renaissance in mindful fashion.
Now is the moment to accelerate awareness around thrift, reuse and creative upcycling. Share the movement, document the hunt, empower the community behind the clothes. In a world recalibrating toward values and sustainability, secondhand is not a fallback—it’s the future.
