Photo © Rupert Pessl / Circular Monday.The resale market is no longer a niche alternative – it has become one of the fastest-growing forces in global retail. According to industry forecasts, the value of the second-hand economy is set to reach record levels by 2025, expanding up to three times faster than the fast fashion segment.
What once belonged to thrift stores and vintage enthusiasts has evolved into a mainstream movement. Circular Monday – the international initiative that promotes the circular economy points out that this shift is not only economic, but cultural. It signals a redefinition of what “new” means in an age shaped by conscious consumption, digital innovation, and generational change.
Today’s shoppers, particularly Generation Z and Millennials, are rejecting the idea that ownership defines identity. For them, value lies in experience, story, and sustainability. The rise of digital resale platforms such as Vinted, Depop, and The RealReal shows how buying pre-loved items has become a modern expression of taste and awareness. Purchasing a second-hand jacket or refurbished phone is not a compromise. It’s a declaration of independence from the culture of excess.
"Buying second-hand is now an act of conscious choice – not a rejection of quality, but of excess. Today’s consumers understand that durability and character matter more than constant novelty. Choosing pre-loved items reflects an awareness that the true cost of fast consumption extends beyond price tags", says Helge Maren Hauptmann founder of Maren Jewellery, one of the Circular Monday buddies.
This new mindset is visible in the numbers. Analysts estimate that by 2025, one in every five garments purchased in Europe will be pre-owned, while in North America, resale is projected to grow by over 100% within five years. Beyond statistics, this change reveals a deeper transformation in the relationship between people and their possessions. Products are no longer seen as disposable but as assets with extended life cycles, part of a narrative that continues, adapts, and connects across users and generations.
Behind this surge lies an expanding network of circular businesses – from major brands integrating resale and repair programs into their operations, to local start-ups building community-driven models. Patagonia, Levi’s, and COS now run global take-back or resale schemes, while smaller companies experiment with renting, swapping, and subscription systems.
The circular economy is proving to be both sustainable and profitable. It stimulates new skills, creates local jobs, and fosters creativity across sectors – from fashion and electronics to furniture and mobility. For investors, it represents an emerging market with tangible long-term value. For communities, it’s a source of resilience. Circular Monday emphasizes that this is not a passing trend, but the foundation of a new economic logic where sustainability equals competitiveness.
In youth culture, vintage no longer means old-fashioned. It has become the language of individuality and authenticity. On TikTok and Instagram, thrift hauls and second-hand transformations have gone viral, turning “pre-loved” into a global aesthetic. The appeal lies not just in lower prices, but in the emotional value of uniqueness and responsibility.
"Circular has become the new cool, and consumers’ conscious choices are the strongest signal to the market. What we see today is a generational rebranding of value. For Gen Z and Millennials, circularity is not only ethical – it’s aspirational. Their choices are driving measurable shifts in brand and retail strategies, as well as, service and product design. Second Hand, repairing and upcycling are here to stay", says Isabella Haas from Dome Upcycling, another buddy in the campaign.
The cultural shift is profound. The fast-fashion model of endless novelty is losing its glamour, replaced by a new kind of prestige: style that lasts. Repair, reuse, and resale are no longer seen as alternatives to consumption, but as smarter, more creative ways of engaging with it. Circularity is becoming aspirational, not just ethical.
Circular Monday acts as a global stage for this evolution. Founded in Sweden as a positive counterpoint to Black Friday, it unites hundreds of companies, organizations, and communities that operate according to circular principles. Its mission is not to encourage more sales, but to inspire smarter ones showing that every second-hand purchase is a small but meaningful act of system change.
Each year, the initiative highlights examples of circular business models across industries, from repair cafés to fashion resellers, and from electronics refurbishment hubs to tool-sharing libraries. Together, they form a living network that demonstrates how circular practices can work on every level from the local store to the global supply chain.
"The circular economy model is not the future - it’s the present. It drives real revenue, reduces waste, and reshapes how brands and consumers interact. The shift is happening now and those who adapt early will lead the next generation of sustainable growth", says Alexandra Davidsson who is responsible for Circular Monday initiative.
This November, as the world prepares once again for the frenzy of Black Friday, Circular Monday invites consumers and businesses alike to pause, reflect, and rediscover value in what already exists. The message is simple but powerful: the most sustainable product is the one already in your hands.
Circular Monday is a global movement promoting circular consumption, founded in Sweden as a positive alternative to Black Friday in 2017. In 2025, the initiative expands into Circular Week, beginning with a global broadcast on November 17 about circularity during the UN COP30 meeting.
The movement connects thousands of companies, organizations, and communities worldwide that champion repair, reuse, and mindful consumption. Taking place on November 24, Circular Monday inspires people everywhere to join the circular movement and celebrate the beauty of pre-loved.
Serving both as a global database of circular businesses, organizations, and influencers, and as a social media campaign raising awareness about circular consumption, Circular Monday continues to turn conscious choices into collective impact.
Circular Monday is a global campaign and non-profit initiative promoting circular consumption through repair, reuse, sharing, and upcycling instead of buying new. Celebrated annually on the Monday before Black Friday, this year on November 24, 2025, it brings together more than 1,400 businesses, organizations, and changemakers across 40 countries to make circular solutions visible and accessible to everyone. Founded in Sweden in 2017, Circular Monday is now organized by ClimateHero together with partners around the world, working to make circular consumption the new standard.
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