What “Thrifting” really means (And What it is Not)

Clearing up the confusion around a booming fashion trend

The word “thrifting” has gone viral—but has it lost its meaning in the process? In a time when conscious consumption is more relevant than ever, it is crucial to understand what thrifting truly is. And why calling street-side fast fashion “thrift” is not only misleading, but harmful to the larger sustainability movement.

At UNmoda, while we focus on creating sustainable collections, we stand by the values thrifting embodies—giving garments a second life, reducing waste and supporting conscious consumerism. We believe the future of fashion lies in mindful choices, whether you are thrifting or supporting ethical brands.

1. The Real Meaning of Thrifting

Rooted in the word thrift—it originally meant prosperity through wise living. Thrifting today refers to the practice of buying pre-loved items, giving them a second life, and keeping them out of landfills. It is more than just a budget-friendly shopping choice. Thrifting is part of the circular economy, a system designed to reduce waste and make use of resources for as long as possible.

By choosing second-hand goods, we help divert textiles from the waste stream, making thrifting a sustainable fashion practice. It is about preserving resources, reducing demand for new production, and, importantly, reducing the environmental footprint of the fashion industry.

It champions values of resourcefulness, individuality and sustainability.

2. What Thrifting is Not

Contrary to popular belief, buying mass-produced, low-cost clothes from street vendors or Instagram shops is not thrifting—it is simply low-cost consumerism. The key difference lies in the origin and lifecycle of the garment.

Many of these items are part of the same fast fashion supply chains that thrifting seeks to replace. They are made with cheap materials, often poorly produced without any care for people and the planet, and end up in landfills much quicker than their pre-loved counterparts.

“Cheap, Street or Local” doesn’t equal “conscious.” The sustainability of thrifting is about buying items that were produced previously, not items that were cheaply made to meet the high turnover demands of fast fashion.

At UNmoda, we are advocates of slow fashion, designing pieces that transcend trends and focus on durability and timelessness—values that also lie at the heart of the thrifting movement.

3. The Business of Mislabeling

As thrifting becomes trendy, the line between true second-hand goods and newly manufactured goods has become increasingly blurred. Sellers have started to rebrand unsold or low-quality new stock as "thrift." This rebranding is causing confusion among buyers and ultimately undermining genuine second-hand markets.

This misuse of the term “thrift” doesn’t just mislead consumers—it also greenwashes fast fashion. By slapping a “thrift” label on low-quality, mass-produced items, businesses give the impression that they are more ethical and sustainable than they really are.

This trend dilutes the sustainability message of thrifting and hinders the progress of real, mindful consumption in the fashion world.

4. Why it Matters

True thrifting is a powerful tool in the fight against throwaway culture. It supports slow fashion, encourages individual expression, and promotes sustainability.

When you purchase second-hand items, you are making a mindful decision to give something another chance, extending its lifecycle. Thrifting also opens up new avenues for self-expression, as many second-hand garments carry their own stories, often with unique designs, prints and materials you won’t find in mass-market stores.

Misusing the term "thrift" in relation to fast fashion doesn't just mislead consumers—it misguides them into believing that buying cheap, local, low-quality items and from smaller businesses is in any way part of the sustainable fashion movement.

5. How to Thrift the Right Way

To really honour the spirit of thrifting, here’s how you can shop responsibly:

• Shop from legitimate thrift stores—look for vintage curators, swap meets, or reputable resale apps that focus on second-hand fashion.
• Check for signs of previous wear—these garments aren’t just “used,” they have a history and a unique story.
• Support platforms that are transparent about their sourcing and pricing. Ethical thrift stores are committed to quality over quantity, and they will often disclose where their items come from, how they were sourced, and what their supply chain looks like.
• Avoid rebranded new stock that is passed off as second-hand—understanding the difference between real thrift and “fast fashion in disguise” is key.

At UNmoda, we are committed to ethical sourcing and transparent practices—offering fashion that is not only sustainable in material, but also accountable in process.

Thrifting isn’t just about looking cool on a budget—it is about making meaningful choices.
At UNmoda, we are committed to creating fashion that embodies the same values—circularity, consciousness and care for the planet.

As fashion lovers, creators, and consumers, we need to honour the true spirit of thrifting—not just by using the word, but by embracing its values. Whether you are browsing second-hand racks or choosing garments made from recycled materials, every choice matters.

By supporting real second-hand markets, we can make more sustainable choices and help shape a fashion future that prioritises conscious consumption over fast trends.

Next time you head out to thrift, remember that it is more than just about finding a bargain—it is about being part of a movement that is redefining the future of fashion. 

Let us continue supporting a future where fashion has a positive impact—on the planet, the people, and generations to come.

Thrifting isn’t just about looking cool on a budget—it is about making meaningful choices. As fashion lovers, creators, and conscious consumers, we need to honour the true spirit of thrifting—not just by using the word, but by embracing its values.

→ Explore UNmoda’s sustainable collections to take one more step toward a better fashion future.

Image Credits: Photographer Julia Lazareva & Model Milana for Australian Supermodel of the Year

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