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The youth frequently find themselves with a closet full of stuff but still nothing to wear as quick fashioncatches up. The main contributing element now is the temptation to wear new things every day and thedesire for constant novelty, which leads people to purchase more items and use them a limited number oftimes before throwing them away. Repeating clothing is a big no-no, especially with girls today! Onefrequently finds themselves in a position where items in a friend's wardrobe are more attractive than thosein their own. A thrift store could provide a means of achieving a new contemporary look each day. In orderto keep up with demand and boost profit margins, several segments of the fashion industry have embracedproduction methods that are becoming more and more unsustainable. However, other industries within thesector have started to include sustainable solutions in their product lines in response to a global interest insustainability and its associated principles. However, consumers have been slow to implement sustainableadjustments to their consumption habits, a problem that many industries dealing with sustainable productsin a market focused on quick turnover of commodities have to deal with.Consumers are said to increasingly care about unethical behavior, but this attitude does not alwaystranslatetobbehavior(Bray et al., 2010), particularly in regard to fashion items (Joergens, 2006). This presents achallenge for marketers in an industry defined by rapid turnover of trends and associated disposal ofunfashionable apparel (Birtwistle and Moore, 2007; Morgan and Birtwistle,2009). This research isrequired due to the mounting pressure that unethical rapid fashion ppracticesare placing on social andenvironmental wewelfareas well as the possibility that sustainable fashion ppracticescould reduce thispressure. As a result, the current study intends to investigate how fashion customers feel about buyingsustainable clothing and to determine how the "rapid fashion" mentality affects these beliefs. It goes by avariety of titles, such as vintage, thrifting, second-hand, resale, and consignment, depending on your levelof interest and integration, but it all comes to the same thing: purchasing and donning someone else'sclothing. But this expanding market offers more than just that; for many, it also provides originality,affordability, and the satisfying feeling of saving something from the trash and lowering their environmentalimpact. Another approach to avoid so-called "quick fashion," the affordable stylish items produced cheaplyin foreign factories, is to buy clothing from thrift stores.

Copyright © 2023 Mukesh Singh Negi. This is an open access article distributed under the Creative Commons Attribution License.