As global awareness grows around the environmental cost of fast fashion, consumers and brands alike are exploring new models that extend the life of clothing and reduce waste. One of the most promising developments in recent years is the rapid rise of resale and rental platforms — business models that promote reuse over ownership, and style over stockpiling.
At FAIR FASHION, we see this shift not just as a trend, but as a powerful tool for building a more circular, sustainable, and inclusive fashion system.
What’s Driving the Shift?
The resale market is booming. According to thredUP’s 2024 Resale Report, the global secondhand apparel market is expected to nearly double by 2027, reaching $350 billion. Likewise, fashion rental platforms — from peer-to-peer apps like By Rotation to luxury services like HURR and Rent the Runway — are offering consumers access to high-quality fashion without the environmental cost of fast-paced consumption.
This movement is fuelled by:
- Consumer demand for more sustainable and affordable fashion options
- A cultural shift toward minimalism and conscious consumption
- Increased digitisation and mobile-friendly resale platforms
- Policy momentum for circularity and waste reduction in Europe and beyond
A Business Model for the Future
For emerging fashion entrepreneurs — including the students and educators we work with at FAIR FASHION — these models offer exciting opportunities for ethical business innovation.
Rental and resale businesses typically rely on:
- Smart inventory management
- Digital platforms for tracking use, condition, and returns
- Transparency about garment lifecycle and care
- Community building and storytelling to promote garment value
These tools require a combination of digital fluency, sustainable design thinking, and strategic leadership — exactly the skillsets we aim to nurture through our toolkit, bootcamps, and mentoring programme.
Case in Point: Educating for Circular Models
Several of our case studies and educator resources explore how fashion students can build projects around reuse and circularity, from creating upcycled collections to simulating online resale businesses or evaluating carbon impacts using digital tools.
Whether it’s a workshop on garment repair and resale platforms or a mock rental pitch for a class project, integrating these models into education helps learners imagine real-world paths forward.
Looking Ahead
Resale and rental are reshaping what it means to “own” fashion. As this movement gains traction, it’s vital that educators, students, and emerging designers are equipped with the tools and mindset to lead the way.
At FAIR FASHION, we believe this means moving beyond buzzwords — and building practical, values-led pathways to a circular fashion future.
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