With this tool you can determine to what extent your fashion habits damage the environment

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The average consumer now buys 60% more clothing The report states that each object is kept only half as long as it was 15 years ago.

ThredUP, which calls itself the world's largest fashion resale platform, wants fashion consumers to understand their role in fashion waste. A tool called Fashion Footprint Calculator was developed to help customers understand the environmental impact of their fashion choices.

The tool asks 12 questions, starting with the number of items you buy each year, whether you rent clothing, and how much you return. You will also be asked about your laundry and cleaning habits and whether you are shopping with sustainable brands. You do not have to be a ThredUP customer to use the tool.

After answering the questions, your fashion footprint will be rated on a scale from low to high. You will find out how you compare yourself to the average consumer who, by choosing the fashion alone, causes a whopping 1,620 pounds of CO2 emissions a year. The tool was developed in a one-year process with the environmental research company Green Story Inc., an independent environmental research company.

ThredUP was founded in 2009 and is known for its dotted polyethylene film bags that can be filled with unwanted clothing that consumers want to sell or donate. The bags are sent to one of four distribution centers, depending on the city where the bag comes from, to reduce shipping distance and CO2 emissions. The company raised more than $ 300 million in venture capital. Investors include Goldman Sachs, Upfront Ventures and Highland Capital Partners. ThredUP states that it currently has no plans to go public.

But it absolutely wants to make its mission known. "Our vision is a world in which we reuse more than we manufacture new products, and we see it as our responsibility to convey to consumers what role they play in reducing fashion waste," said company spokeswoman Sam Blumenthal.

CEO James Reinhart told CNN Business that the company surveyed 1,000 women in the United States for a study on fashion waste awareness. Most consumers don't understand how their fashion choices can harm the environment, he said.
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ThredUP's study showed that almost 50% of consumers don't believe that their individual shopping habits contribute to climate change, and 68% of women say it's up to brands – not consumers – to solve the problem of fashion waste ,

It is worth noting that clothing rental has become increasingly popular in recent years. The clothing rental company Rent the Runway was valued at $ 1 billion last year and officially made the company a unicorn.

But it is still too early to show the potential of meter rental To help the environment, Reinhart said: "Large-scale rental is relatively new and therefore not so much data is available yet. The reuse of items draws from the natural resources used to manufacture them, thereby reducing CO2 -Burden."

Some consumers who do not use ThredUP have complained that the company has shipped unwanted bags, which the company calls "Clean Out Kits", and has asked them to unload their cabinets. When asked about this initiative, Reinhart said it was part of a "small campaign" that accounts for about 5% of the bags that are shipped to consumers.

Reinhart said the company plans to expand sustainability efforts beyond the calculator. And it is planned to talk to retailers about creating resale experiences for their customers and "educating consumers about the waste of disposable fashion".