This thesis explores entrepreneurial opportunities arising from innovations within the second- hand clothing industry, with a particular emphasis on the impact of fast fashion and technological development. Considering the growing environmental concerns and changes in consumer habits, the paper highlights the need for sustainable approaches within the fashion industry. Through a theoretical framework, the work defines key aspects of the second-hand clothing industry, including its environmental, economic, and social significance. The empirical research, conducted through an online survey among consumers, 81 in total, examines perceptions, attitudes, and willingness to accept innovations within the fashion industry, as well as in the buying and selling of second-hand clothing. The results indicate broad acceptance of innovations among consumers and the potential for growth in the second-hand clothing market as a sustainable alternative to traditional fashion. Additionally, the paper explores how technological innovations such as artificial intelligence, digital fashion platforms, and blockchain technology can enhance the second-hand clothing industry, enabling a better consumer experience and greater ecological sustainability. In conclusion, the paper presents guidelines for the further development of the sustainable second-hand clothing industry, emphasizing the importance of an integrated approach that includes all stakeholders in the fashion industry.