BY MOMO
This July, something big happened in the fashion industry that didn't get nearly enough attention: the European Union's ban on destroying unsold clothing, accessories, and footwear officially went into effect. For large fashion companies operating in the EU, incinerating or landfilling unsold inventory to protect exclusivity and avoid markdowns is no longer an option.
This is a big deal. Overproduction has been baked into the fashion industry's business model for decades. Brands make more than they'll ever sell, and destroying the leftovers was often cheaper (and better for "brand image") than marking it down or donating it. The European Commission estimates that this kind of waste generated close to 5.6 million tons of CO₂ in Europe alone. That's roughly what an entire country produces in a year.
What Changes Now
- Overproduction gets more expensive. Brands can no longer treat destruction as a release valve for excess inventory, which pushes them toward smarter forecasting, made-to-order models, and tighter supply chains.
- Transparency becomes mandatory. Large companies now have to disclose how much unsold inventory they discard and under what circumstances. This is a level of accountability the industry has never had before.
- Resale becomes the release valve instead. With destruction off the table, brands need somewhere for excess inventory to go...resale, remanufacturing, and donation are the natural landing spots.
Why This Makes Resale More Important Than Ever
This is exactly the shift resale platforms like Momo's Closet have been built for. When brands can't destroy their way out of overproduction anymore, secondhand and pre-loved fashion becomes part of the solution, not just an alternative to it. Every piece that finds a second home instead of a landfill is proof that the "take, make, dispose" model doesn't have to be the only way.
What's Next
This is one regulation, in one region but it's a signal. Expect more countries to follow with similar rules, more pressure on brands to disclose and reduce waste, and a continued shift toward resale as a mainstream (not niche) way to shop fashion.
Whether you're shopping, consigning, or just paying attention...this is the direction the industry is heading. And it's exactly why this closet exists.
Sources: European Commission