Our Fast Fashion Obsession & Sustainable Alternatives

From social justice to climate change, GenZ is known for leading the charge against some of the most pressing issues of our time. Though they may be the new kids on the block, GenZ has strong opinions and even higher expectations regarding the brands they engage with, but are still (alongside millennials) one of the generations who consume they most fast fashion.

Let’s talk about fast fashion

For many, the disconnect between values and purchase behaviours stems from one of two things. Affordability and trends. For Gen Z’ers and millennials who love fashion, we want to stay up to date with the latest trends, feel like we have flexibility in our wardrobes, and access this all in an affordable way.

When we think of sustainable fashion, a lot of the brands and pieces available to consumers feel less affordable and accessible. The price point of an $8 mass produced dress isn’t currently achievable for an environmentally sustainable and ethically produced garment, as the cost of materials, labour and lower quantity productions increases the cost to consumer.

Despite public consumer outcry and demand for sustainability, equality, and diversity, fast-fashion and ultra-fast fashion brands continue to outpace the competition. What's the incentive for brands to clean up their environmental and social impact when consumers still continue to shop with brands despite numerous accusations of supply chain infractions, environmental damage, racially insensitive designs, and plagiarism?

Social Media Influence

These generations have also grown up with the rise of social media, particularly TikTok, where we see attention spans shrinking and the want for instant gratification increasing. Despite being considered a "woke" generation, social media is still king among GenZ — and fast fashion brands dominate those platforms, pairing community and connection with affordable, on-trend, and influencer-endorsed pieces. When we’ve always had access to the latest trends, at a low cost, it’s hard to shift our purchase behaviours, even if our values are starting to align as a more conscious consumer.

While affordability is indeed a barrier for many, there's also a segment of consumers (GenZ and Millennials) who insist they can't afford fast fashion alternatives yet make multiple fast fashion purchases each month or week.  Our mindset towards investing in a more expensive but higher quality (and more sustainable/ethical) piece is clouded by our want for instant gratification and to buy into the trends we see and crave.

Let’s talk about the solution

This is where resale and rental come in and two of the fastest growing methods of fashion consumption, pushing sustainable and ethical purchase decisions.

Resale allows this generation to access second hand fashion, keep up with the fashion trends and brands they love and save, whilst reducing the production of fast fashion. Rental also offers a similar solution, but also allows consumers to think more critically about how, what and why they’re consuming, saving them space in their wardrobes and giving them access to designer fashion for less - whether that’s an every day decision or for a special occasion decision.

Our vision is to create a sustainable and profitable fashion ecosystem that is accessible to everyone. Rntr. is here to change the narrative, we are here to drive the re-commerce economy further by enabling fashion brands to take back their ownership and connect directly to their consumers.

When we enable brands to earn more with less items, they can produce less and engage deeper and wider with their community.

Ultimately, we are here to help brands future-proof their brands, reduce waste - empower consumers to wear more with less impact!

Ready to try rental?

Save $75 on your next three rentals with code RNTR3 at check out.

*Available on three rentals at $25 per rental, only three times per person.