The second-hand fashion scene has been in the fast lane for the past 16 months, and it's not showing any signs of slowing down. From Gen Z shoppers making pre-loved their first choice to luxury brands getting in on the action, it’s an exciting time for this space.
Second-hand is becoming a movement—one that’s not just about affordability but about sustainability, style, and community. Let's explore the phenomenal growth this industry has seen, why it matters for our planet, and how WISI-Oi is shaking things up in South Africa.
Booming Growth: From Record-Breaking Milestones to Cultural Movements
The second-hand fashion market has made headlines over the last year, breaking milestones across the globe.
In the UK, Hurr, the luxury rental platform, recently celebrated an incredible milestone: hitting £100 million in gross merchandise value (GMV).
Meanwhile, closer to home, Yaga reported crossing the R500 million milestone in sales. These numbers are more than just impressive; they signal a global shift in how we consume fashion.
On the international stage, eBay recently held its Second-Hand Fashion Week to celebrate and promote the thriving second-hand culture. They showcased iconic vintage pieces, brought back styles from the early 2000s, and worked with influencers to spread the word that second-hand is officially cool.
And it’s not just niche platforms— H&M Pre-loved , H&M also recognized 20 years of guest designer collaborations with limited releases of pre-loved clothes, Zara Pre-owned , and COS Resell have entered the second-hand market, making it clear that resale is now a mainstream phenomenon.
Even Nike has launched a refurbishment program called Nike Refurbished , joining the ranks of big brands embracing the resale movement.
But why all the fuss? Because fashion is changing, and people are ready for it. Over 65% of Gen Z say they prefer buying second-hand clothing over brand-new items. They’re making sustainability a key part of their style, and they’re doing it with flair. This is the new normal, and it's happening globally—including here in South Africa.
Why Investors Should Pay Attention
The resale market has doubled in size over the last five years, and it's expected to triple by 2030 . If you’re an investor or just someone passionate about fashion, these numbers show one thing: opportunity.
A study by ThredUp estimates the second-hand market will reach $350 billion globally by the end of the decade. And the best part? Resale isn’t only good for business—it’s good for the environment.
The pre-loved fashion industry is helping cut down on waste in ways traditional fast fashion simply cannot. With 92 million tonnes of clothing ending up in landfills annually, second-hand fashion is a lifeline to the environment.
By encouraging shoppers to make second-hand their first choice, the industry is reducing the production of new clothes and extending the lifespan of items already in circulation. It’s a game-changing model that puts sustainability front and center.
But, let’s not forget the power of community here. The idea of buying, selling, or even renting your clothes is reshaping the way we think about fashion—and that’s where platforms like WISI-Oi come into play.
WISI-Oi: Changing the Landscape in South Africa
Here at WISI-Oi , we’re not just watching the second-hand revolution happen—we’re leading it, especially in South Africa. Our mission is to reshape the fashion landscape by making it easier than ever for people to give their pre-loved clothes a second (or even third!) life. We’re focused on creating real impact by making sustainable fashion accessible to everyone.
We’re out to prove that shopping pre-loved can be as seamless and convenient as buying new while offering the added benefit of sustainability. Our community of 600 sellers continues to grow, and we are excited to serve a passionate audience who values both style and the planet.
Our target market—aspirational Millennials and Gen Z in dense urban areas like Johannesburg, Cape Town, and Durban—values sustainability, affordability, and unique fashion. These are individuals who want to make informed, impactful choices with their purchasing power.
We are committed to serving not just South Africa but also looking to expand our model to other markets across Africa, where the demand for affordable and sustainable fashion is rising.
WISI-Oi is more than just a resale platform; we’re building a community where sustainability meets style, and where affordability meets aspiration. Our Flash Fridays - Seller Spotlight! campaign is just one example of how we’re elevating the seller experience while giving buyers access to exclusive, pre-loved pieces. This November, as part of our Black Friday celebration, we’re partnering with influencers to showcase their closets and make it even more fun to shop second-hand.
How Africa Can Ride the Second-Hand Wave
Africa’s second-hand market is on the cusp of something extraordinary. The appetite for pre-loved fashion is already here, and with more platforms like WISI-Oi making second-hand easy and fashionable, we can expect to see a surge in resale activity over the next few years.
A continent with a young population like Africa is fertile ground for second-hand fashion—Gen Z and Millennials are environmentally conscious, internet-savvy, and value-driven. They want clothes that have stories, and they’re not afraid to be different.
Imagine a world where buying a new pair of jeans isn’t just about shopping but is a conscious choice between a brand-new item or a second-hand one that saves 10,000 liters of water.
That’s the power of second-hand, and it's a movement that’s just getting started. With marketplaces like WISI-Oi making it easier to access and embrace second-hand, we believe Africa could see an explosion in second-hand sales, echoing trends we've already seen in Europe and America.
What This Means for You?
If current trends are anything to go by, second-hand fashion is on track to become a $500 billion industry by 2035 . What we’re seeing today—with Hurr hitting £100 million and Yaga crossing R500 million—is only the beginning.
The increasing participation of fast-fashion giants like H&M, Zara, COS, and even Nike in the pre-loved space is an indicator that second-hand is not a fad but a fundamental shift in consumer behavior.
In South Africa, we believe that with rising awareness and platforms like WISI-Oi making resale accessible, the market could grow exponentially in the next few years. The key will be in making second-hand not just a necessity but a desire—something WISI-Oi aims to achieve through exclusive collaborations, influencer-led campaigns, and a fun, engaging community experience.
eBay ’s Second-Hand Fashion Week is proof of just how much potential there is for resale events, and we foresee similar initiatives happening right here in Africa. Imagine thrift festivals, community pop-ups, and online campaigns that celebrate the joy of giving clothes a second life. This is what the future of fashion looks like—circular, conscious, and full of character.
Join the Movement: Let’s Make Second-Hand First Choice
Whether you’re a hardcore thrifter, a fashion newbie, or just someone trying to be a bit more eco-friendly, second-hand is the future—and it’s here now. The rapid growth we’ve seen over the past 16 months is only the start of something much bigger. With WISI-Oi, you have the opportunity to not only embrace this change but also shape it.
So, let’s make a pact. Let’s commit to making second-hand our first choice—not just for our wardrobes, but for our planet, for our future, and for our communities. Let’s sell those clothes that no longer spark joy, encourage our friends and families to shop sustainably, and show the world that fashion can be both fabulous and responsible.
At WISI-Oi, we’re not just selling clothes—we’re selling stories, we’re building community, and we’re making a difference. And we’re excited to have you along for the ride.
Are you ready to make second-hand your first choice? Let’s do this together, one outfit at a time.
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