SustainableA sustainable fashion plea protects the environment from textile landfills, which can be achieved only by changing consumer awareness. The rise of ultra-fast fashion influences fashion-conscious consumersconsumers' [FCC] purchasing behaviour and its negative impact on rapid production, trend replication, competitive pricing strategy, and throw-away cultural shifts. Similarly, the consequences are becoming severe, which increases environmental footprints by textile landfills. Thus, this paper aims to review the factors influencing fashion-conscious consumers and redefinesredefine their purchasing pattern to attain sustainability. In this context, second-hand clothing [SHC] changes the traditional model and decreases the negative impact of fast fashion consumption by extending a product’s lifecycle using the rental concept. This study arrives with a conceptual framework by exploring the FCC’s key attributes, causing landfill and suggestsuggesting a consumption pattern through second-hand clothing and frugal behaviour. The change in consumption pattern can satisfy the FCC’sFCCs and results in a green environment through sustainable fashion. Finally, the implications pointingpoint out challenges and how to improve sustainable economic practices among the stakeholder and user.