'Display Copy' has aims to revolutionize the fashion industry with its commitment to a circular economy. We explore the insights behind why the magazine doesn't feature any new items within its pages, instead pointing readers to second-hand platforms.
Fashion magazine Display Copy, launched on October 22nd, 2020, describes itself as “the first content and re-commerce platform devoted to vintage and upcycled fashion.” According to the editor’s letter, the magazine “doesn’t feature a single new fashion item,” and its “where to buy” credits include second-hand platforms such as eBay, Etsy, and the Salvation Army. Despite second-hand, recycled, and upcycled fashion being on the fashion radar for some time, it hasn't quite hit the mainstream. Hence, Display Copy wants “to make used clothes desirable [...] because I honestly feel nothing new is sustainable,” says Brynn Heminway, editor. The magazine will regularly update shoppable online content and will release its print edition biannually as a limited-edition collectible.
The fashion industry is responsible for 10% of the world’s carbon emissions and only 1% of clothing is recycled into new items because of the complexity of the current process. Whereas upcycling was previously seen as unglamorous, more luxury fashion houses have started adopting eco-practices. Miu Miu released its Upcycled by Miu Miu collection, which features vintage dresses that have been remodeled for modern buyers, and Gucci launched a circular economy partnership with the resale site RealReal. As the pandemic pressed pause on production lines and cut down spending power for certain consumers, this proved a fruitful moment for brands and consumers alike to reconsider reused fashion. As sustainable fashion becomes a signifier of cultural capital, initiatives that show respect for the environment will become desirable staples.
Polina Norina is a senior behavioural analyst at Canvas8. She has a background in editorial project management and copywriting, and has previously worked on New York Times bestsellers in trade publishing and international comms projects for companies like Airbus. Outside of work, you can find her learning new languages, reading non-fiction or discovering new design innovations.
