Circular Fashion in Practice: How Thrift Stores Champion the Circular Economy and Drive Sustainability

The fashion industry is among the world's most polluting sectors, responsible for approximately 8% of global carbon emissions and significant water consumption. In Brazil, the rise of thrift stores has introduced a sustainable alternative aligned with the circular economy, which emphasizes reducing waste through reuse and recycling. Thrift stores contribute to this model by extending the lifecycle of clothing, thus decreasing demand for new production and conserving resources This study examines thrift stores to understand their role in the circular economy evaluating the city of Maringa, Parana as a case study. Using a qualitative multi-case approach, data was collected through semi-structured interviews with store owners. Findings indicate that thrift stores contribute significantly to sustainability by offering second-hand clothing options and raising awareness about environmental impact. However, challenges remain, such as a limited use of environmental metrics. The results highlight thrift stores' potential in fostering a sustainable fashion industry, addressing environmental, economic and social aspects.