Research from online reselling platform Gumtree has found that Britons are feeling remorse about their fast fashion purchases. The survey revealed that Britons waste £6 billion per year on fast fashion purchases that they ultimately regret, and 41% of young shoppers say their fast fashion habits directly conflict with their climate anxiety. Britons are set to spend approximately  £304 on new fashion items in 2023 and according to Gumtree, this could amount to £6.1 billion in waste.

While nostalgia-hungry Gen Zers have flocked to fast fashion platforms like Shein for Y2K looks and to keep up with a constantly shifting trend cycle, growing eco-awareness around the waste created by fast fashion is driving an increasing dissatisfaction with such brands – 60% of householders in the UK say they have unwanted clothes lying around their homes which points to an intention-action gap that Britons are struggling to bridge.

Driven by the overconsumption of fast fashion goods, university students have protested Shein scholarships amid online controversy leading the brand to launch a resale platform –  demonstrating one way that brands are trying to amend their wasteful production practices. And as Gen Zers adopt sustainable aesthetics and affordable sustainability boosts eco consumption, brands are helping consumers in their mission to be greener.