Clothing companies thrive on selling consumers new trends multiple times a year. Every season has new cuts and colours, which makes consumers want to change their wardrobe. 75% of Danes
reckon that they have too many items that they never use in their closet. So, how can we lessen the environmental damage of clothing production, while still letting people follow trends?
Second hand shops, of course! But research conducted for this assignment
shows that many consumers have several negative assumptions about recycled clothes. There were major concerns about the selection, condition and smell of the clothing: