This New Study Reveals the Top Cities for Sustainable Fashion in the U.S.
Secondhand is having a serious style moment, and some U.S. cities are embracing the shift toward sustainability more than others.
A new study by NovaTomato crunched the numbers on highly rated thrift and charity shops (with 4.5+ stars), plus local search interest in slow fashion terms like ethical clothing brands and sustainable style. The result? A fresh ranking of America’s most sustainable fashion-forward cities.
This trend isn’t just about finding a good deal, it’s about making fashion less wasteful. The average American tosses around 81 pounds of clothing each year, contributing to over 11 million tons of textile waste annually, according to the EPA. But these cities are helping shift the narrative, showing that conscious consumerism can be accessible, stylish, and woven into everyday life.
Whether you’re a die-hard thrifter, a vintage hunter, or someone trying to break up with fast fashion, these cities prove that stylish and sustainable can absolutely go hand in hand.
Here are the top 10 sustainable fashion capitals in the U.S.—and why they deserve the spotlight.
1. Pittsburgh, Pennsylvania
Pittsburgh takes the top spot thanks to a strong secondhand infrastructure and clear interest in ethical fashion. With 8.25 charity stores and 24.76 thrift shops per 100,000 residents, each rated 4.5 stars or higher, plus more than 7,000 monthly Google searches related to sustainable fashion, the city makes it easy for residents to opt out of fast fashion. Pittsburgh’s industrial roots may be long behind it, but its commitment to practical, responsible style is only growing stronger.
2. St. Louis, Missouri
St. Louis ranks second with over 27 top-rated secondhand stores per 100,000 residents and nearly 9,000 monthly searches for eco-conscious fashion terms. The local interest in sustainability is reflected in the city’s growing number of vintage markets, consignment shops, and community-focused events. St. Louis is quietly creating a space where secondhand shopping feels both intentional and on-trend.
3. New Orleans, Louisiana
New Orleans is known for its individuality, and that extends to fashion. With 7.3 charity stores and 11.36 thrift shops per 100,000 residents, the city has a strong foundation for secondhand shopping. Pair that with more than 4,000 monthly searches related to ethical clothing, and it’s clear locals are increasingly drawn to mindful alternatives.
The city is also home to Passion Lilie, one of my favorite fair-trade brands, known for creating stylish, sustainable clothing while supporting artisanal communities. If you’re looking for inspiration on how to shop sustainably, check out this sustainable fashion shopping guide I put together with their help.
4. Lubbock, Texas
Lubbock may not be the first city that comes to mind when you think of sustainable fashion, but it earned its place on this list with nearly 13 highly rated charity shops and over 8 thrift stores per 100,000 people. While monthly searches for sustainable fashion terms are lower than in bigger metros, just under 2,000, they’re still significant given the city’s size. The rising interest shows that sustainability isn’t limited to coastal or urban centers.
5. Denver, Colorado
In Denver, sustainability aligns naturally with the city’s values. While the number of secondhand stores is modest, just under 8 per 100,000 residents are actively seeking out better fashion options, with more than 8,400 sustainable fashion searches per 100,000 people each month. The city’s strong environmental culture helps reinforce the idea that what we wear can be part of a broader lifestyle of conscious choices.
6. St. Petersburg, Florida
St. Petersburg has one of the highest concentrations of quality secondhand stores, with over 30 thrift and charity shops per 100,000 people. Residents also search for sustainable fashion terms more than 5,000 times each month, signaling strong demand for slow fashion in a city better known for beaches and sunshine. St. Pete’s creative community and focus on local businesses have made it a welcoming place for alternative approaches to style.
7. Miami, Florida
Miami’s inclusion on this list speaks to a shifting mindset. While there are fewer thrift and charity shops per capita, just over 7 total per 100,000, the city sees over 6,100 monthly searches for terms like “ethical clothing” and “sustainable brands.” That’s a sign that consumers here are beginning to think differently about how and where they shop, even in a city often associated with fast fashion and trend-driven retail.
8. Cleveland, Ohio
Cleveland makes the list thanks to a growing secondhand scene, with nearly 17 top-rated shops per 100,000 people, and more than 7,400 monthly searches tied to sustainable fashion. This combination of access and interest suggests the city’s residents are actively making more responsible choices. With its mix of creativity, affordability, and strong local pride, Cleveland is proving that sustainable fashion doesn’t have to come from big-name cities.
9. Cincinnati, Ohio
Cincinnati isn’t far behind, with over 19 thrift and charity shops per 100,000 residents and close to 6,800 monthly Google searches for eco-conscious fashion. The city’s artistic neighborhoods and younger population have helped fuel this growth. There’s a growing awareness that shopping secondhand or supporting ethical brands is a simple, practical way to reduce waste.
10. Tampa, Florida
Tampa closes out the top 10 with more than 11 highly rated thrift stores per 100,000 residents and over 6,200 monthly searches for sustainable fashion topics. That makes it the third Florida city to make this list, reinforcing the state’s growing commitment to more thoughtful consumer habits. As awareness around fashion waste spreads, Tampa is one of several cities in the region leaning into change.
And if you don’t live near one of these cities? You can still shop more consciously from home. Here are some of the best online secondhand fashion shops that make it easier than ever to skip fast fashion without sacrificing style.
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