How Thrifting Took Over Gen Z

And why are we embracing it now

Have you ever window-shopped and found something you absolutely wanted but just couldn’t justify the cost? Maybe it’s that Arc’teryx Beta jacket ($500) for skiing and snowboarding, or that new Ralph Lauren cable-knit cashmere sweater ($648)?

Well, instead of dreaming about owning one of these pieces someday, many Gen Zers are now embracing the resale market to shop for secondhand clothes on platforms like The RealReal, ThredUp, Poshmark, Grailed, and eBay. The thrifting business has been growing for years, but it’s really taken off since 2024, with shares of companies like ThredUp soaring as much as 80% as of November 2025. The RealReal posted $174 million in revenue in Q3 2025, up 17% year-over-year. ThredUp reported its strongest quarter ever for new buyer acquisition, with new buyers up 95% year-over-year. While Gen Z has always been interested in secondhand clothing, why is it only now that we’re really embracing it?

Gen Z can be described in two words when it comes to fashion: economical and environmental. The environmental aspect has always been there, as a subset of consumers learned about the harm of fast fashion pioneered by companies like Zara and H&M. Fast fashion was practically the antithesis of environmental consciousness, but Gen Z embraced it anyway because it was stylish and cheap. Then we took it to another level with ultra-fast fashion, driven by companies like Shein.

The numbers are staggering. Shein launches over 9,000 new products every day with an average price of just $10. One analysis found that 44% of Gen Zers in the United States buy at least one item from Shein every month. The company emitted 16.7 million metric tons of carbon dioxide in 2023, more than what four coal power plants produce in a year.

This reflected a reality: Gen Z is also quite economical. When forced to choose between being economical and being environmental, being economical has been the dominant theme. Our generation is more financially squeezed than previous generations due to a difficult labor market and an affordability crisis. We’ve seen student debt balloon, watched housing prices soar beyond reach, and entered a job market that demands experience for entry-level positions.

But could this conflict ever reach a point of harmony? It didn’t really seem possible at first. Many startups aiming to drive environmental purchases from Gen Z found out the hard way that the business model doesn’t work—Gen Z buys with their wallet, not their voice. Businesses like Rent the Runway, ThredUp, The RealReal, and Poshmark declined as much as 95% from their IPO prices over five years. There simply wasn’t sufficient demand, and the costs of running warehouses full of used clothes proved brutal. While 85% of shoppers viewed thrifting as good for the environment, these beliefs weren’t translating into consistent purchasing behavior.

But this harmony was sort of found in the last two years. The post-pandemic era has driven prices to exorbitant levels. Since February 2020, consumer prices have jumped 24.3% overall. Clothing made from linen saw price increases of almost 20% in 2022 compared to 2021. Textile and apparel imports have risen more than 50% since the start of 2020. That Arc’teryx jacket? It used to be $425 a few years ago. The sticker shock became real, and suddenly, fast fashion wasn’t even that affordable anymore.

Adding to the pressure, trade disruptions and tariffs have made prices genuinely stressful for Gen Z. Many clothing brands have been cutting quality instead of raising prices, using elastic waistbands instead of buttons, substituting acrylic for wool, and making garments slightly smaller. So not only were we paying more, we were getting less quality (known as shrinkflation). It felt like getting scammed, honestly.

As a result, many of us are embracing thrifting in unprecedented numbers. The global secondhand apparel market is worth an estimated $256 billion in 2025, expected to reach $367 billion by 2029. The Gen Z adoption rates are striking: 83% of Gen Z consumers have purchased or are interested in secondhand apparel, and 40% of apparel items in Gen Z’s closets are secondhand, nearly half our wardrobes are thrifted. On average, thrift store shoppers save nearly $150 per month, totaling approximately $1,760 per year. Thirty percent of Gen Z shop secondhand to buy higher-end brands they couldn’t otherwise afford.

The business results reflect this shift. ThredUp’s CEO James Reinhart captured it perfectly: “The right mix of goods at the right price, combined with all of the search and AI infrastructure, is a recipe for success. Our momentum accelerated through March, and we were unable to spend marketing and processing fast enough.” What’s remarkable is that they literally couldn’t spend their marketing budget fast enough because demand was so strong.

What’s changed? These platforms have invested heavily in technology, AI-driven search, dynamic pricing, and personalized recommendations that make finding what you want actually enjoyable. They’ve created what they call a “flywheel effect,” as better inventory comes in, conversion and repeat purchases increase. More buyers attract more sellers, which creates better inventory, which attracts more buyers.

I can speak to this personally. One of my good friends, who was previously radically against thrifting and dressed meticulously in only new clothes, suddenly fell in love with it after realizing how cheap things were and how fun the hunt could be. Now she’s even trying to get me to go thrifting with her to find those Ralph Lauren vintage sweaters. She’ll even tell you that having holes in your sweater is considered very stylish now, a badge of honor that shows history. What a changed person. She’s part of a broader trend: 40% of Gen Z buy pre-loved clothes because they can’t find the style anymore across traditional retailers.

As the first generation growing up with social media, thrifting has also become more than shopping—it’s content. The perception has fundamentally shifted. “Thrifting isn’t icky anymore,” as one thrift store owner explained. In the past, thrifting carried negative connotations connected with poverty. Now it’s seen as cool, creative, and aspirational. When you walk into class wearing something from a thrift store, people ask where you got it because they’re impressed.

And here’s where the harmony happens: by choosing thrifting for economic reasons, Gen Z is also making an environmental impact. Two in five clothing items bought in the past year were secondhand. Thrifting keeps clothing out of landfills and reduces the demand for new production. It’s a rare case where the economically smart choice is also the environmentally responsible one.

The resale market is projected to grow 10% annually, and by 2027, secondhand apparel is expected to account for 10% of the global apparel market. This isn’t just about Gen Z being broke or eco-conscious, but rather it’s about a fundamental shift in how we think about consumption. We’re a generation that has learned to find value in the overlooked and to make sustainable choices not out of moral obligation but because they actually make sense.

So, to answer the question of why Gen Z is now embracing thrifting: thrifting is honestly a really fun, cheap, and an environmentally sustainable way for our generation to cope with the increased cost of living. The world is literally falling apart in front of our eyes. Globalization is unraveling, climate change is accelerating, and economic uncertainty looms large. But somehow, our generation persists and is blooming within the gloom, and discovering joy within the gray.

The harmony we sought wasn’t found in expensive sustainable brands or guilt-driven purchasing. It was found in the thrill of the hunt, in the satisfaction of a good deal, in the pride of wearing something unique, and yes, in the knowledge that we’re keeping clothes out of landfills. We’re building our wardrobes one vintage find at a time, and in the process, we’re building a more sustainable future, even if that wasn’t the original plan. That Ralph Lauren sweater I mentioned at the beginning? My friend scored one for $35. We’re not settling—we’re #winning.