A renewed interest in vintage clothing is making a splash in Japan with a growing number of major companies hopping on the bandwagon. Driven by sustainability concerns and a penchant for unique style, more and more Japanese consumers are gravitating towards second-hand attire. This resurgence of thrift shopping is challenging the traditionally prosperous fast fashion industry in the country.

In Japan, the increase in second-hand apparel consumption is driven by factors like environmental awareness, reducing waste, and the appeal of having a unique style. This move aligns with the country's culture of valuing used items and preserving their history— a stark contrast to the Western concept of constant renewal. Concerns over sustainability and the environment are high in societal priorities.

In the US or EU, the resale market is also booming, but in addition to environmental reasons, this is largely attributed to an increasing number of consumers embracing a more economical lifestyle amid Covid-19. Thrifting is seen as a way to save money and still acquire high-quality, often brand-name, goods.