Depop: A Dive into Sustainable Fashion—Stop Shopping for a Purchase, Start Shopping for a Purpose
Written by Mia Quigley
In today’s society, fast fashion is a recent phenomenon that has surfaced in the media and attracted many young consumers. Fast fashion describes the production of clothing and accessories using cheap materials and quick manufacturing processes to attract buyers seeking affordable, throwaway clothing items. However, recently it has caused controversy in the fashion industry. Aside from its economical appeal, the production process of fast fashion items causes irreversible effects on the environment from plastic waste, climate pollution, and carbon emissions. In addition to its environmental effects, fast fashion’s intent to assimilate society through trends has diminished the unique and creative individuality of fashion and created harmful and unjust work conditions for laborers.
Since these negative elements have become widely debated, many consumers and producers have shifted to more sustainable methods that have less impact on the environment and better conditions for labor workers. Sustainable fashion has gained much attention in the fashion industry which has influenced brands to make stronger efforts of incorporating sustainability into their missions. Thrifting, upcycling clothing, and embracing eco-friendly modes of production are popular practices of sustainable fashion. One that has particularly gained much recognition in the past years is an app called Depop.
Depop is an ecommerce company that specializes in the buying and reselling of secondhand items. Since its creation in 2011, by entrepreneur Simon Beckerman, it has generated over 30 million users. Beckerman’s primary motive was to create a “community-powered fashion economy that’s kinder on the planet and people.” With his desire to promote sustainability efforts, Beckerman was inspired to design an app where users can create, buy, and sell clothes across the globe. In addition to the business aspect, Beckerman highlights the importance of community by creating a supportive space for diverse individuals, entrepreneurs, and designers to connect with one another. Depop’s brand goals focus on marketplace diversity and inclusion, net zero emissions, and circular fashion. Circular fashion is a closed-loop system of fashion production (similar to upcycling) which aims to reduce the resources used to produce clothing and elongate clothing lifecycles by making new materials out of old ones. Although there are models that help achieve sustainability, there are also daily practices that can be implemented by individuals to help achieve these goals. For example, using reusable bags, washing clothes less frequently, and donating or reselling old clothes.
Now you may be asking, “well, how do I use Depop to buy and sell clothes?” and the answer is simple. You begin by creating an account which you can access through the mobile app or online at Depop.com. Once you have an account, you can begin buying and selling clothes and accessories. The home page has many different sections to choose from to help you start shopping, such as “recommended sellers'' or “seasonal trends”. To personalize your browsing further, you can search specific brands and categories, set price limits, and enter your sizing information and preferred item condition. On your profile page, you can post items to sell, access your likes and favorites, see customer reviews, and access your purchases and shipping statuses. Regardless of your level of interaction, Depop's user-friendly app grants people across the globe the opportunity to share their creations with others, practice second-hand shopping, and build relationships with individuals that obtain similar motives.
Today, the Gen Z population has become the main target audience for sustainable fashion. In fact, 90% of users on Depop are ages 18-26. As the target consumers, we have the power to choose which brands we will support and which we'll avoid. In changing our behaviors to shopping with brands that obtain sustainable efforts, a chain reaction will form and attract others to follow suit. Since sustainability is a long term goal that requires community participation, when more people implement changes in consumption behaviors it will help to accelerate this process.
Through the use of Depop, users will begin to stray away from fast-fashion practices. By reusing and recycling unwanted garments and hand-made creations, users are more inspired to find one of a kind pieces that showcase their unique personality and influence people to start shopping for a purpose instead of just a purchase. When there is a community like Depop that is dedicated for producer and consumer interaction, it generates a more meaningful shopping experience. Through direct communication and interpersonal relations in these communities, consumers are subject to feeling more accountable for their contributions which influences more conscious buying behaviors.
As their slogan states: “Depop is not a Platform it’s a Place.” This highlights the idea that fashion is not just an outlet for buying new pieces to add to your wardrobe, but rather a creative asset used to support brands with ethical motives, discover unique items that express individualism, and integrate personal values with economic activities. In practicing sustainable shopping and encouraging others to do the same, our generation can be the change for the future of fashion and the betterment of our environment.
Edited by: Nicole Borras, Sam Teisch, Lenah Helmke, Katherine Rubinstein, and Bella Matias
DEI Reviewed by: Katherine Rubinstein
