In a new study, Prague has emerged as Europe’s foremost sustainable shopping destination, with a remarkable 1 in every 5 clothing stores offering second-hand or vintage options.
Surprisingly, despite having a much lower population, Prague beats fashion hubs like Milan and even outperforms London and Paris.
Second-hand buying is no longer a niche activity; it has become a mainstream option as environmental awareness spreads throughout the globe and retro fashion trends like “thriftcore” take over social media platforms like TikTok.
The report reveals a notable rise in Gen Z travellers who base their travel plans on their love of vintage shopping. Researchers carefully evaluated 10,000 shops from around Europe to determine which city has the most vintage and used shops.
Other European cities including Amsterdam, Copenhagen, Krakow, and Barcelona are also establishing themselves as hotspots for sustainable fashion, however Prague continues to reign as the leading destination for sustainable shopping. At least 10 per cent of the total number of clothing outlets in these cities are sustainable fashion retailers.