Photo © Rupert Pessl / Circular Monday.Vintage is no longer a niche, it’s the new chic. Across the world, consumers are turning into circulents: people who choose style, sustainability, and story over constant novelty. Circular Monday, the global movement promoting circular economy and consumption, highlights how the rise of second-hand fashion marks not just an economic trend, but a cultural transformation. What used to be a subculture of thrift lovers is now defining the mainstream. From resale apps to repair ateliers, the fashion landscape is being reshaped by a generation that values identity, longevity, and the stories behind what they wear.
Meet the circulents: Generation Z and Millennials who define coolness through conscious choices. They buy, swap, and repair not out of necessity, but out of pride. On TikTok, “thrift hauls” and “vintage finds” have become cultural phenomena, with billions of views and a vibrant aesthetic that fuses nostalgia with purpose. This movement celebrates individuality over uniformity – the exact opposite of fast fashion’s copy-and-paste model.
"Circulents don’t just wear clothes; they wear values" - says Elin Bergman from the circular business network Cradlenet and co-organiser of Circular Monday. - "They understand that happiness doesn’t come from owning more, but from creating meaning and purpose."
This shift is emotional as much as it is economic. In a world oversaturated with options, the act of choosing consciously becomes an expression of control and identity. Being a circulent means curating your wardrobe with care - and rejecting the idea that fashion has to be fast to be relevant, and avoiding buying newly produced stuff and finding circular alternatives instead.
From Depop and Vinted to resale programs by brands like Levi’s, COS, and Patagonia, circular fashion has moved from the sidelines into the spotlight. Major retailers are rethinking ownership models, experimenting with rental, resale, and take-back initiatives. The pre-loved economy is projected to grow up to three times faster than fast fashion over the next few years, reflecting a deep shift in how society defines value and innovation.
Circular Monday views this as proof that the circular economy is not just a sustainability narrative. It’s a new business reality. Repair, reuse, and resale are not fringe ideas anymore; they’re scalable, profitable, and culturally relevant.
"More people than ever are shifting away from wasteful consumer habits. A new culture of innovation and creativity is emerging, where circular lifestyles are changing how we approach every aspect of our lives, from fashion to personal care to overall well-being. By opting for upcycled fashion, refillable beauty products, repairing everyday items, and prioritising quality over quantity, people are making self-care more mindful and sustainable". Irene Atance, Founder and CEO from Go Cirkulär, points out that circular design benefits not only the environment but also redefines lifestyle and self-care - integrating well-being and sustainability into modern living and personal values.
Circular fashion doesn’t mean giving up style; it means redefining it. Each garment that finds a new owner extends its life, reduces its footprint, and carries forward a story. Vintage fashion, once seen as a compromise, is now associated with taste, confidence, and authenticity. “Sustainability” is evolving from an ethical term into a new language of aesthetics.
"Being fashionable today means knowing where your clothes come from – and where they’ll go next "- explains Alexandra Davidsson, owner and co-founder of Circular Monday. - "People are realizing that quality feels better, literally. New materials often itch, fade, or fall apart fast. A vintage jacket or reworked dress, by contrast, has lived, it has character, craftsmanship, and comfort that fast fashion can’t imitate."
Circular Monday emphasizes that this is not about guilt or restriction but about joy and reinvention. Repairing or reimagining clothes becomes an act of creativity, a way to connect with the stories behind materials and makers. In this mindset, longevity is luxury.
As fashion cycles slow down, personal expression is speeding up. The circulent generation is redefining trends not by chasing what’s next, but by reviving what matters. Platforms like Vestiaire Collective and The RealReal are proving that circular fashion can be aspirational, desirable, and global. What we’re witnessing is the birth of a new kind of prestige, one built on substance rather than excess.
Circular Monday celebrates this shift as part of a broader cultural awakening. It calls on brands, designers, and consumers alike to make circularity a shared tradition; one where style and responsibility coexist beautifully. In the age of Circulents, waste is out of fashion, and consciousness is the new cool.
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.
