Sales of secondhand goods are soaring, and what was old has become new again
By Emma Norodom
What if the shirt you bought back in the 1980s is now the new cool? If fashion is an eternal cycle, there are periods where we see elements from past decades come back to the forefront. Today, thrift stores have turned from shops reserved to the bohemian society to a treasure trove where bargain hunters look for a rare find at the best price.
Thanks to the internet and social circumstances, the public’s perception of pre-owned fashion items has considerably changed. Secondhand fashion has grown so considerably that it is expected to overtake sales of luxury fashion by 2022.
Secondhand shopping first resurfaced during the 2008 recession. A lot of people wanted to keep up with trends, without spending too much money. With prices starting at just £13 for nice tailoring and fabrics, vintage fashion is surely a better option than the high street.
The vintage culture is also thriving because it goes against the fast-fashion culture. Most of the vintage garments come from recycling mills and are then dyed, repaired and washed. It is a greener option that gives a second life to the garment.
But most people come to a thrift store because they are looking for authenticity. While classic fashion is playing it safe to please customers, secondhand purchases allow you to take risks. There is something for everyone in vintage fashion, which means people can look different and connect with an era they cherish or fantasise about.
Realising the potential of secondhand, the luxury market has also seized the opportunity. Online platforms like The RealReal, who sell a range of luxury goods from Chanel handbags to Prada dresses, are now disrupting the world of fashion designing as we know it. In fact, the 61-year-old CEO and founder of The RealReal, Julie Wainwright, has turned a $100,000 investment into a company worth $288million.
Thrift is no longer a dirty word. It is now glamorised by the internet and appeals to consumers looking for unique items at the best price. With vintage shops soaring, especially in creative areas like Shoreditch, a garment is no longer a piece of fabric but instead a symbol of authenticity and experience.