The data were collected through semi-structured interviews with UK-based fashion consumers. Purposive sampling was used to recruit participants aged 18–34 who lived in UK urban areas and had experience of purchasing fashion items. Participants were recruited through online posts in relevant public Facebook groups and through flyers distributed in public locations such as charity shops, second-hand clothing stores and mainstream clothing retailers. The final sample consisted of ten participants aged 22–34. Interviews were conducted online via Microsoft Teams, lasted approximately 15–30 minutes.