Abstract: Sustainable fashion had become a buzzword which complements the textile landfillslandscape by behaviour changes, a novelty in technology and innovative product/service. Fashion-conscious consumerconsumers [FCC] dominatesdominate throwaway culture that increases environmental footprints. The rise of ultra-fast fashion results in the disposal. The contemporary aim of this paper is to increase fashion sustainability through (re) design(re)designing the life cycle of post-consumer textile productproducts. Second-hand clothing culture [SHCC] changes the traditional model and decreases the socioeconomic factor by extending the lifetime of apparel using repair, redesign/re-use and rental. This conceptual paper addresses the research gap in the rental landscape and frugal behaviour among fashion adopters. The review focuses on the relationship between fashion adopters and sustainability to promote frugal behaviour.
Keywords: Fashion-conscious consumer [FCC]; Frugality; Post-consumer textile disposal; Rental clothing; Second-hand clothing culture [SHCC]; Sustainability;