The fashion industry is heading toward disaster. This is what comes next.

What does it actually take to change an industry that produces 100 million tons of waste every year? Maxime, co-founder of Crush On, didn't come from fashion. He didn't come from tech. He started by walking into vintage shops, photographing clothes by hand, and uploading them to a WordPress site from his university dorm. Today, Crush On is the B2B infrastructure powering the secondhand programs of some of Europe's biggest retailers. In this conversation, we go deep on what it really means to build at the intersection of profit and purpose, and why that intersection is messier, more operational, and more important than most people think. What you'll learn: → How Crush On connects professional secondhand suppliers with major fashion retailers and charges both → Why 75% of a garment's environmental impact comes from its production (and what that means for secondhand's real value) → The rebound effect debate: does buying secondhand make us consume more? → What the fashion industry needs to look like by 2035 to survive → How to assess cultural fit when hiring for an impact company, and why skills alone aren't enough. Timestamps: 00:00 — Intro 04:00 — The textile waste crisis: 100 million tons by 2030 05:30 — Why Crush On was born in 2018 07:30 — What Crush On actually does (explained simply) 13:30 — How they started: vintage shops, WordPress, and chaos 18:00 — The operational nightmare that became their moat 21:00 — Business model: who pays, and how 25:00 — Advice for founders in their 20s 25:00 — The controversial question: does secondhand justify buying more? 36:30 — What talent in an impact company actually looks like 42:40 — Are profit and purpose truly compatible in fashion? Follow Reinventing Capitalism: Spotify → https://open.spotify.com/show/1YahIMc... Instagram →   / reinventingcapitalism   Substack → https://reinventingcapitalism.substac...