Vinted is now Europe’s biggest app for buying and selling used clothes. As their official website indicates, they now unite more than 75 million people in 20 countries. Since 2008, they’ve grown tremendously and currently employ more than 1200 workers on a mission to make second-hand people’s first choice.

It was founded by two Lithuanians, Milda Mitkutė and Justas Janauskas, after a conversation at a house party. Milda found herself in a small student apartment overflowing with clothes. She wanted them put to good use instead of collecting dust in the depths of her closet. Justas offered to help and built a website that allowed users to give away clothes to friends.

Back in 2008, secondhand fashion was not as mainstream as it is now, and the cofounders didn’t expect success in their home country, let alone expanding to others. It was just a passion hobby for the two students. However, interest in their platform started to grow, and they realized that the second-hand market had a real future. In the following years, it attracted investors, which led them to expand further. After raising €128 million in funding, it became Lithuania’s first tech unicorn in 2019.

Sustainability remains the number one priority throughout their whole operational process. According to their report on climate impact, Vinted set out to minimize their effect on the environment and has introduced the “Pick Up and Drop Off” (PUDO) approach. The alternative parcel distribution saved 62% of emissions compared to home delivery.

Additionally, it was found that 62% of sellers reused packaging designed for single use, which resulted in 70% lower emissions than using new. Shopping secondhand instead of new also showed an average emissions savings of 1.8 kg of CO2 per item. In total, it has stopped 453 kilotons of CO2 from entering our atmosphere.

Vinted’s popularity proves that the view towards consuming fashion has shifted. People are looking for more sustainable ways to shop and minimize their impact on the environment. Pre-loved boutiques are popping up everywhere, and charity and thrift shops have lost their previous stigma. Shopping secondhand is now cool, sustainable, and a lot cheaper.

There’s absolutely no need to sacrifice your style when being a conscious consumer. In fact, it’s one of the biggest fashion trends right now. Many street style enthusiasts have embraced thrifting as a way to add unique and interesting pieces to their wardrobes. Unlike traditional retail stores that carry cookie-cutter styles and designs, charity shops offer a mix of vintage and modern that can be combined in endless ways. From oversized jackets to graphic tees, they offer a variety of fashionable finds that can be incorporated into many stunning outfits.

Additionally, the appeal of thrifting is related to hunting for the perfect addition to your wardrobe, which provides a sense of adventure. Finding what you’ve been looking for for (perhaps) months can be incredibly satisfying and rewarding. Collecting one-of-a-kind pieces requires more time than going into a store and buying whatever you want, which minimizes the number of items we purchase (that later end up in landfills).

Major companies are also finding ways to compete with the new, booming sustainable market. A worldwide brand, Patagonia, not only uses sustainable materials in its outerwear but also helps customers repair their clothing instead of buying new items. Levi’s has introduced a new collection, "Water<Less,” that uses up to 96% less water to create a pair of jeans.

Even luxury brands like Prada are taking more environmentally friendly approaches to fashion. Last year, they released a 48-piece collection crafted entirely of certified recycled gold and ethically sourced diamonds. It’s no secret that luxury brands hold a lot of cultural influence; therefore, this sustainable jewelry line sends a message that it’s necessary to challenge the industry to be more green.