THE consumption in thrift stores has become one of the top most addressed and curious subjects today, do you know why? Why choose thrift stores? Why people are moving from fast to slow fashion, and also to communities and brands eco-friendly? Connect there, that we take all your doubts and curiosities!
Although many people still have concerns about buying second-hand items, this market tends to grow more and more! THE conscious consumption and sustainable fashion go hand in hand. One intends to alert the consumer about the environmental problems coming from, which moreover is even more so every day. And the other, aimed at brands, with a focus on identifying for itself how to reduce its waste production, impact on the environment and its social impacts.
As a worldwide alert, the Fashion Revolution Movement – represented in Brazil and in several countries – carries great questions in its manifesto. Like: “Who made my clothes?” or “Where do my clothes come from?”, responsible for questioning the point of view of the consumer and production, and denouncing inhuman working conditions.
The trigger for the creation of Fashion Revolution Day was the tragedy that occurred in a factory in Bangladesh, which produced for major world brands, in April 2013. In which 1300 women and children died. All for Fast Fashion.
Today, there are already many names used: Slow Fashion and Eco-friendly are some of them. But honestly, it doesn’t matter what the name is, the act does! And with that in mind, we need to be aware that no change is going to happen overnight and we are not even going to save the planet tomorrow! However, many brands are dedicated to this role of rethinking the life cycle of clothing.
Brands that rethink the life cycle of clothing
Brands such as Insecta Shoes: national, vegan and ecological, which uses the most diverse reused items – including pet bottles – or of ecological origin, always aiming at reusing and extending their useful life. Through clothes, shoes, bags, accessories and even product packaging. Using Upcycling with great creativity. Trend, isn’t it?
Another very interesting national brand to get to know is Inaá Brand: minimalist, sustainable and produced by two women in their midst. Handmade pieces with timeless style and embraced by slow fashion. Including, always exclusive pieces and with the best modeling for the bodies. Initiative very well received by followers of the brand! Only girlpower!
And, in the midst of these incredible brands, thrift stores have enormous prominence and visibility, including all the sustainable needs of slow fashion and ease of purchase, whether through physical or online thrift stores. Many entrepreneurs start with a thrift store platform, on Instagram or some other social network, and become big brands.
In addition to sharing conscious consumption with their consumers, they help in the practice of promoting the creation of new affective memories with purchased clothes. They dedicate their time in curating and choosing the best clothes, most of the time specific to the personality of the brand and the public.
Among many advantages, the winner is cost x benefit, along with it appears the exclusivity of pieces, access to luxury items at more affordable prices and the practice of conscious consumption.
With this idea in mind, I had the pleasure of interviewing Brechó Tresa, composed of three incredible women dedicated to their new brand, Lívia Vitória, Nídia Rejane and Lethícia Vitória. During our conversation, I asked them about the functioning of their thrift store.
Interview with Brechó Tresa
What is the purpose of Brechó Tresa? Why did they create it?
“Brechó Tresa, first of all, is a family business! We always imagined to undertake together, we have already thought about other projects, but we had no financial viability and, then, we idealized an online thrift store. We saw this as a great opportunity. Tresa’s idea came up in 2018, and activities started even in 2019. Our goal is to expand the access of different people to pieces that have more quality, durability and that can help that person express themselves to the world, whatever her style, the way she feels good. ”
“We are also looking for timeless pieces that are on the rise, as things in fashion are always coming and going.”
“I think we could say that we are facilitators of this process, which is to mine parts, take care, sanitize, repair many times, because many people don’t have that patience or time, and in online thrift stores, curated like ours, you can find the pieces that are to your liking already ready for use, much more practical! We want to facilitate this process, which is to consume consciously through thrift stores. ”
What do you want to convey through it?
“At first our message focused more on that, because, like everyone else, we are in a constant process of evolution in relation to sustainability, which at first was not a message that we reinforced so much, but there is no way, everything is interconnected. Presenting a responsible, sustainable and political fashion today is definitely part of our messages and our daily challenges at work! ”
How to stand out in a medium not so supported by many, however, with increasing competition?
“There is no magic formula for success, because that success can mean different things for each person. We have been in this for a short time, but we believe in our work a lot and we think this is the way. We try to do the best within our means and we always seek to learn, correct ourselves, always improve. Our goal is always to excel, to do better today than yesterday. Competition will always exist and that is good, there is room for everyone. We don’t enjoy this thing of constantly looking at what the other person does or does not do, we have other thrift stores as inspiration, as professional colleagues. Most of the thrift stores we know are supported, exchange disclosure. Each has its value and, in the end, it is the customer who decides with whom he identifies most. We want to be able to create a brand that is true, sensitive, expressive, with the possibility of serving different people and that cultivates a real affectionate relationship with our customers. Through service, we seek this, we like to talk to our customers, exchange ideas and build a relationship. We like to carry out each thrift store process with great affection. ”
“There is still a lot of prejudice with clothes from thrift stores, but that, little by little, is changing. The mindset that clothes carry negative things is starting to change, but it is still a long way. We believe in the thrift store market and it is already more than a fact that they will grow, so it is worth seeking to be authentic and seek an audience that can identify with you, your curatorship and identity! Doing everything with originality, essence and affection makes all the difference! ”
What is your opinion regarding the transition of consumers to slow and friendly fashion?
“It is extremely important, because, although there is a collective responsibility on the part of the fashion industry, there is still our individual responsibility as consumers, so it is important that we are able to change small things in our lives and move slowly, respecting its limits and not seeking to accommodate itself either. The logic of fast-fashion consumption is still strong within us, the path is not easy (we know because we are also at the beginning of it), but each change is significant. And, for us, it is worth prioritizing slow fashion and consumption in small brands. ”
“When we talk about ‘friendly fashion’, we are talking about less exploitation by different workers around the world, respect for nature and soon for our lives. And this is not related to being ‘good vibes’ or any other pejorative nomenclature about having this concern, but understanding that we are part of that nature and destroying it is like self-destructing, and first of all we are talking about lives that are being lost, exploited to keep the fast-fashion industry on its feet and that these lives are mostly non-white. In other words, fashion is political, it is uneven, and we must not forget that. ”
How do you believe that fashion will unfold in the post-pandemic and, perhaps, still very consumerist world?
“We are constantly talking about this, including! We saw several reports stating that, after all this, we will see a less consumerist and concerned society, but what we saw in the reality of Euro-Western countries after the opening of some stores were huge queues at the door of several of them. Shops like Zara and some well-known luxury brands. So, we ask ourselves, will it change even in an impactful way as some believe? We don’t think so, just a minority. ”
“The loss of the possibility to buy, to consume in stores directly can generate an even greater desire when we can return, to want to consume without thinking about tomorrow with the excuse of ‘enjoying life’. Fashion is an industry, the textile industry is huge, and we believe that if the demand is that it gets even faster, they will respond! For this reason, our individual positioning is very important in the face of all this, thinking twice: ‘is it worth it?’, ‘Do I really need this?’. ”
“Thrift stores, for example, are a great way to consume more consciously with accessibility and quality, so, is it no longer worth strengthening small businesses like these, having a better cost benefit and knowing that it generated less negative impact? We are left with this reflection, both we and we hope you! ”
I hope that this interview will bring more awareness about consumerism and, as the girls said: “fashion is political, it is unequal, and we cannot forget that”.