Sustainable & Circular Fashion — 2026-11-09
The secondhand fashion sector is intensifying its competitive landscape, with major platforms like ThredUp, Vinted, and Depop vying for market share through aggressive marketing and subsidies. Simultaneously, regulatory frameworks in the EU and California are tightening around Extended Producer Responsibility (EPR), forcing brands to integrate circularity into their core business models rather than treating it as a peripheral initiative.
Sustainable & Circular Fashion — 2026-11-09
This Week's Top Stories
ThredUp Criticizes "Irrational" Competitor Spending
ThredUp has publicly labeled the marketing and order subsidy strategies of rivals Vinted and Depop as "irrational," estimating that competitors could spend up to $500 million to gain ground in the secondhand fashion sector. This comment highlights the fierce battle for dominance as the recommerce market expands beyond niche thrift into mainstream retail. The tension suggests that while consumer interest is high, the path to profitability remains contested among major platforms.
eBay and Depop Drive $9 Billion in Fashion Sales
eBay’s CEO highlighted that Gen Z’s belief that "everything they want already exists" is driving significant growth for its owned platform, Depop. Combined fashion sales across eBay and Depop hit $9 billion over the past year, underscoring the cultural shift where secondhand shopping is no longer just about budget constraints but also about sustainability and unique style. This metric reinforces the financial viability of circular business models for established tech giants.
Global Luxury Circular Fashion Market Analysis
A new study from HTF Market Intelligence provides a comprehensive 143-page analysis of the Global Luxury Sustainable Circular Fashion Market, covering the period 2026-2034. The report examines the rise of circular business models specifically within the luxury segment, including resale platforms, garment repair services, and recycled luxury materials. This indicates that high-end brands are increasingly adopting formalized circular strategies to meet evolving consumer expectations for sustainability.
Resale & Secondhand Market
The resale sector continues to show robust growth, driven by both economic factors and environmental consciousness. eBay’s latest report reveals that 76% of consumers purchased pre-loved items in the last year, citing budgeting, trust, and Gen Z preferences as key drivers for global recommerce growth. Meanwhile, ThredUp’s recent holiday report found that 62% of Americans plan to buy secondhand gifts this season, with 42% expecting to spend more on resale than in previous years.
The competitive pressure is mounting, with ThredUp noting that rivals like Vinted and Depop are potentially spending hundreds of millions on subsidies to capture market share, a strategy ThredUp deems unsustainable.
Brand Spotlight
Ecoalf
- What they're doing: Ecoalf is sharpening its "circularity-first" approach while expanding its global network, moving beyond simple recycling to designing products specifically for end-of-life recovery.
- Why it stands out: Founder Javier Goyeneche emphasizes that true sustainability requires redesigning the entire product lifecycle, not just using recycled materials. The brand actively addresses the challenges of scaling circular models in a linear industry.
- Impact: By prioritizing design for circularity, Ecoalf aims to reduce waste generation at the source, offering a scalable model for other mission-driven brands.
Materials & Innovation
Regulatory pressures are driving material innovation. The EU’s Sustainable and Circular Textiles Strategy is setting strict design requirements to ensure textiles last longer, are easier to repair, and are recyclable. In the US, California’s SB 707 mandates that manufacturers and distributors create statewide collection, recycling, and repair systems, pushing for full compliance soon. These policies are accelerating the development of fiber-to-fiber recycling technologies and bio-based alternatives like mycelium leather.
What to Watch
- EPR Compliance Deadlines: Monitor California’s SB 707 implementation and EU member states' adoption of mandatory Extended Producer Responsibility rules for textiles.
- Luxury Circularity: Watch for more luxury houses launching proprietary resale or repair programs to align with the growing circular luxury market study predictions.
- Platform Profitability: Keep an eye on whether the "irrational" spending by resale competitors leads to consolidation or if ThredUp’s conservative approach proves more sustainable long-term.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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