Do not buy this. Unless you want it to last. That line runs on one of our Black Week ads, and it is only half a joke. The way people buy clothes is changing, and the numbers from 2026 make the case better than any slogan.
Secondhand is no longer a niche
ThredUp's 2026 resale report, researched with GlobalData, projects the US secondhand apparel market to reach 78.8 billion dollars by 2030, with the global market at around 393 billion. In 2025, according to the same report, US secondhand grew almost four times faster than clothing retail overall. Gen Z and millennials are expected to drive more than 70 percent of that growth.
Europe tells the same story. Vinted reported revenue of about 1.1 billion euros for 2025, up 38 percent, with the value of goods sold on the platform rising 47 percent to 10.8 billion euros.
People are not just buying less new. They are buying things that still have value when they are done with them.
The rules are changing too
From 19 July 2026, large companies in the EU are no longer allowed to destroy unsold clothing and footwear. Medium-sized companies follow in 2030. The Commission adopted the detailed rules in February this year.
On top of that, the revised Waste Framework Directive entered into force in October 2025. Member states now have 30 months to set up producer responsibility schemes for textiles, which means brands will pay a fee for every product they put on the market.
In plain terms, overproduction is getting expensive. Making too much and burning the rest is on its way out.
What buying better actually means
Buying better is not about spending more for the sake of it. It comes down to a few simple questions before you pay.
Will this still hold its shape after fifty washes? Heavy, dense fabric does. Thin jersey usually does not.
Will I wear it with what I already own? Neutral colours and clean fits combine more easily than a one-off statement piece.
Would someone else want it in three years? Pieces that last keep their resale value, which is the best proof that they were worth buying in the first place.
Why we make less
Our approach starts from the same place. We release in limited runs, number our pieces and only drop when the garment is ready. The crewneck is cut in 400 GSM French terry, with an embroidered chest logo and a clean, boxy shape that works season after season.
Look after it and it will look after you. Wash inside out on a cool cycle, skip the tumble dryer and air it between wears. A heavyweight piece treated well should be in rotation for years.
The fewer things you buy, the more each one has to earn its place. That is the standard we hold ourselves to as well.
Start your shortlist with the Odda Boxy Crewneck or see everything we make.