Fashion industry: what happens to our clothes before and after we buy them?

But what happens to the clothes that don’t find a buyer? And what alternatives are emerging to the overconsumption of fast fashion?

At the bottom of the fashion pyramid: thrift stores, charity shops, garage sales

Shops offering cheaper, second-hand clothing, such as thrift stores and vintage stores, are less popular today than they were ten years ago. During the pandemic, many stores closed, and the remaining ones – especially in Budapest – significantly raised their prices. Thus, even a T-shirt chosen from the kilo system costs almost as much as a new, cheaper item.

Donation shops have emerged as a new trend, offering clothes, coats, evening dresses, and even porcelain cups at really low prices. These offer a sustainable alternative, as they provide existing pieces to new owners. The same goes for girlfriend clothing swaps and garage sales, which also help reduce textile waste.

Mall tricks: illusions and afterlives

Big brands now “rearrange” their stores every two weeks: often the same clothes are moved to another location, or even to another store, so that returning customers feel like they are new. Early-season sales have almost been built into the pricing.

If the pieces still don’t sell, it is typical for the stock to move between stores in the countryside and in the capital. In the end, the surplus ends up in stores in former socialist countries, is donated – or is shipped to Africa. However, it is important to know: the same brand in the West often offers better quality and more current design than here.