Pre-loved fashion is rapidly emerging as one of the hottest global trends, with the second-hand fashion market expected to expand by 127% by 2026.
In South Africa, second-hand clothing is not a new concept, as many of us receive hand-me-downs from family and friends.
Originally launched in Estonia, Yaga expanded to South Africa in 2020. Since then, the platform’s 800,000 users have sold nearly two million items of pre-loved clothing, generating R500 million in sales.
Yaga has revolutionised the South African thrifting landscape, providing aspiring entrepreneurs with access to a broader customer base and features listings for popular brands like Zara, Nike, and Country Road, among others.
TikTok users have praised Yaga for being easier to use than other platforms, highlighting its free, secure, and reliable nature.
Sellers are not charged any fees and receive 100% of the item’s sale price in their Yaga Wallet once the order is completed. The payment is deposited into Yaga’s account and is only released to the seller after the buyer confirms receipt of the item.
Fast fashion contributes to 10% of global carbon dioxide emissions annually and is a significant source of landfill pollution.
The growing popularity of second-hand fashion aligns with the global shift towards sustainability, by reducing emissions, resource usage, and waste, and is gaining traction worldwide.
In South Africa, the trend is further amplified by social media influencers like reality TV star Faith Nketsi, model Jessica Mkhize, and singer Paxton Fielies.
Yaga’s co-founder and CEO, Aune Aunapuu, stated, “In SA alone, Yaga has saved around 500,000 items from landfills, and more than 40,000 items find a new owner every month. While promoting sustainable fashion, Yaga is also opening economic opportunities in the second-hand fashion industry, enabling South Africans to both save and make money on the Yaga platform.”
The platform gets five million visits per month, and local sales have increased sevenfold in the past 18 months. The future of pre-loved fashion looks particularly bright in emerging markets, with Aunapuu noting that the industry in Africa has experienced growth four times higher than the global average.
IOL Lifestyle