Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

What do younger generations consider to be aspirational? Amid rising environmental concerns and an acute awareness of how purchasing choices reflect one’s personal brand, there’s a new landscape for coolness that has nothing to do with novelty. Now, Gen Yers and Zers are asking: ‘will it last?’

Dr. Martens is moving into the resale market with ReSouled, a programme that will see old boots refurbished before being sold online via Depop. It taps into the burgeoning demand for pre-loved apparel amid environmental concerns and a sense of fatigue with the quality of fast fashion.

As fast fashion begins to fall out of favour due to mounting ethical and environmental concerns, the market for second-hand clothing is surging. But how exactly can buying pre-loved apparel help people live more sustainably? And what other factors are fuelling the resale segment?

The pandemic and climate change have shone a light on Americans’ fashion habits. Sustainability remains a key priority for consumers as they expect their clothes to last longer, be kind to the environment, and work harder for them. How are fashion brands evolving to cater to this new utility?