how do you change culture?

I do a lot of posts attempting to normalize and cool-ify hella subversive stuff

I'm also a big fan of the new trend of visible mending — normalizing those patched clothes is important. (I just wrote a short story this fall literally called *Visible Mending* )
https://en.wikipedia.org/wiki/Visible_mending

It's important to understand culture definitionally changes in the underground, below the radar.

"People will never shop used at scale."

This is the status quo lie (alongside "no change is possible unless it's the product I've invested billions in").

Thrifting exists in the underground long before anyone (except those doing it) know it's "a thing.

It becomes "cool" long before it goes mainstream.

Wholesale change of the culture is possible and in ways billionaires can do nothing about.

I had a discussion with my daughter over the holidays because I've been, for years, giving the kids clothes (or gift cards) to get NEW clothes from sustainable clothes places. I tell them explicitly that I want them to try new things from places that are making durable, fair trade, sustainable clothing.

My daughter said she really prefers used clothes, and I super support that, but when you need (or just want) something new, it's important to support these fledgling companies...