It all sounds promising. Giving garments a second life and preserving resources is undoubtedly sustainable in principle. But how much ecological awareness is really behind Instagram “thrift hauls” that showcase piles of second-hand purchases? Or behind the carbon footprint of shipping a single used piece across platforms? Trend researcher Eike Wenzel is skeptical that vintage actually curbs consumerism. His thesis: “Vintage is not an escape from consumer society.”
This concern is echoed in a Boston Consulting Group study, which found that 70% of users on vintage platforms sell items to fund new purchases. Selling secondhand may ease our eco-consciousness, but it doesn’t necessarily reduce fashion consumption.
Maybe that’s okay. Maybe we don’t need to be so dogmatic. The world is no longer black and white. Despite the vintage boom, fast fashion continues to grow. For a moment during the pandemic,
It looked like people might start questioning cheap consumption. But in 2024 alone, 4.6 billion packages from Temu and Shein entered the EU market. In cities like Munich, a scoop of ice cream now costs between €2.50 and €2.80. A glass of wine for €10 is no longer an exception; it’s the norm. Meanwhile, discount stores are seeing record growth.
That vintage saves resources is undoubtedly a positive aspect. When it’s paired with more conscious consumption, even bet- ter. In a world of overload, “less is more” rings truer than ever. Quality over quantity. One beloved piece over three quick fixes. Curating your style with long-lasting garments. This mindset fosters both sustainability and a more intentional way of living.
Sabine Spieler is a fashion journalist, FAZ contributor, speaker, and consultant known for sharp observations and emotionally intelligent insights. With a background in communication and a passion for social change, she works fluidly across editorial, public speaking, and brand consulting. Her writing explores style, sustainability, and mindset — always with a fresh, thoughtful perspective.
