Running a resale shop is not just about business, it’s about doing something meaningful. By giving clothes and other items a second chance, you reduce demand for new items and ease the strain on our environment. But how big is that impact, really?

In this guide, we unpack how your shop drives cultural change and quantifies the footprint of your efforts.

Redefining sustainability

Sustainability often comes across as either sacrifice or a pricey choice. Ethically made clothes tend to cost more than mainstream fashion and choosing the train over flying can hit your wallet harder. Enter your resale shop: pre-loved fashion not only often costs less but also carries a unique vibe. You make sustainable fashion more accessible and associate sustainability with ease and joy. Your shop helps shift attitudes, making more people proud to buy pre-loved products. It is a crucial shift in cultural norms.

Positively influencing consumer behavior

When you buy or consign clothes in your shop, you incentivize consumers to opt for durable apparel and to take better care of it. Surveys by platforms like Vinted show that 36% of users say they take better care of their clothes because they plan to sell them and 22% even look for higher quality in new purchases with resale in mind. Your resale business fosters awareness of sustainable consumption and encourages people to be more intentional with their wardrobe choices.

Understanding the ‘Replacement Rate’

One of the biggest wins for your shop is how it cuts down on new clothing production. The key metric? The “Replacement Rate”. This is how often a secondhand purchase replaces a new one. Research suggests this rate lies between 40% and 60% (Schibsted ‘Second-Hand Effect’ report 2024). In other words, two second-hand items might prevent one new item being made.

Environmental costs of fashion: More than just CO2

Making clothes involves more than just CO2 emissions. Here are other environmental impacts from new clothing production:

• Water Use: A single cotton T-shirt can require ~2,700 litres of water; jeans can reach ~10,000 litres. In water-scarce regions, this leads to significant issues.

• Water Pollution: Pesticides used in cotton farming and chemicals in dyes and bleaches heavily pollute water resources.

• Land Use and Biodiversity: Cotton farming requires large areas and harms biodiversity due to pesticide use.

• Fossil Resources: Synthetic fibers (like polyester) depend on fossil-fuel extraction.

By cutting new production, your business reduces CO₂ and helps save water, protect land and support biodiversity.

Calculating CO2 savings: step-by-step guide

Annual Sales: First, know how many pieces you sell yearly. This number is crucial as savings scale with the volume of secondhand clothes sold.

Replacement Rate: Assume a midpoint rate of 50% for simplicity, indicating that for every two items sold, one item’s production is avoided.

Emissions Per Item: CO2 emissions vary by item, e.g.,

• T-shirts: 4-10 kg CO2 (Source)

• Shoes: 10-15 kg CO2 (Source)

• Dresses 22 kg CO2 ((Source)

• Jeans: 20-40 kg CO2 (Source)

Choose an average, like 15 kg CO2, for your calculations.

CO2 Savings Calculation: Multiply the number of sold items by the replacement rate and average emissions per item to estimate your savings.

Alternatively: just use our built-in calculator to make it quick and accurate.

Your positive impact goes beyond numbers

Beyond measurable effects on CO2, water use, and biodiversity, your resale business plays a vital cultural role. You make sustainability appear positive, accessible, and standard. This shift in perception is a key step toward a more sustainable future.

By operating a resale shop, you make a significant contribution to a greener planet. Not just through direct environmental benefits but also by inspiring a cultural shift. Every piece counts.

Using Circle-Hand to turn your impact into clear numbers

With Circle-Hand, you don’t need spreadsheets. Circle-Hand automatically calculates your CO2 and water savings based on your sales, giving you instant sustainability stats. Shops using Circle-Hand can easily see and share their impact. Use these numbers in-store, on social media, or in newsletters to show your community the real impact of choosing pre-loved.