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thredUP's confessional hotline aims to help callers kick their fast fashion habit

In a recent survey performed for resale platform thredUP, retail analytics firm GlobalData found that 1 in 3 Gen Z consumers feel addicted to fast fashion. And over 50% of college students want to quit or lower their fast fashion spending.

So, just in time for back-to-school shopping, thredUP has launched the Fast Fashion Confessional Hotline with Stranger Things star Priah Ferguson. After dialing 1-855-THREDUP, callers will hear Priah convincing them to stop buying fast fashion and offering a breakup pep talk. She also adds a confession of her own.

The platform's website features a range of looks selected by Priah, from 'Library Session' to 'Game Day,' and helps shoppers get into thrifting by finding similar styles with a single click.

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Consumers shouldn't be held responsible for fast fashion's many negative impacts on people and planet — that burden needs to be placed with brands and manufacturers and with the governing bodies that can set standards to force the industry to do better.

But eco-guilt is real, and thredUP's hotline acknowledges our shared shame while offering a less harmful alternative. How can your brand start similar conversations?

Related: Love Island boost: eBay searches for 'preloved fashion' jump by 700%

Innovation of the day

Spotted by: Thomas Klaffke