Vintage fashion is big news. Consumers looking for unique and one-off pieces, the continuing popularity of sports and leisure wear through the pandemic and shoppers with an eye on the environment and sustainability explains the current boom of online vintage sales platforms such as Depop, Vinted, Ebay and Glass Onion. Popular TV series such as Channel 4’s “It’s a Sin” and Netflix’s “Stranger Things” have driven up demand for vintage fashion, as has TikTok showcasing 80s and 90s fashion - the hashtag #vintedhacks is showing close to 100,000 views.
Lily, 17 from Kent, UK says: “You can get really good brands preloved or vintage for far less money - Nike, Adidas, Ralph Lauren clothes and Jordan trainers are all really popular to buy vintage or preloved. I do most of my shopping on Depop now. My friends and I all have accounts and we all buy and sell clothes and shoes constantly. We also go to local charity shops to look for designer bargains and jewellery - pearl necklaces are in fashion and gold bracelets and necklaces to layer up. Or we go to London to check out all the big vintage stores - it’s fun finding vintage things - you know you’re not likely to have the same as everyone else. You feel better about buying clothes knowing they are not fast fashion and you can sell them again whenever you want.”
Lilith, 19, German gap year student says:
‘Humana, ReSale is very popular in Germany for the student generation. The motive is not only the cost but the excitement of the shopping experience and finding something original versus the predictability of fast fashion stores. In Berlin, there is a big culture of vintage driven by trend rather than need.’
John Hinkling, Managing Director and Founder of Glass Onion, online vintage clothing store, says that his successful business was built around his love of vintage and his own desire to find a fulfilling job:
“I was inspired to set up Glass Onion because as a young man I failed to find a company that shared my values and made me feel happy to invest all of the energy I have for creating something good.
I wanted to work in a place that did not give me the Sunday night blues, and as I could not find this place, I thought it best to try and create it myself.
Glass Onion started in 2005 as a hobby running from my grandmother’s coal shed in Barnsley, South Yorkshire. We are now a team of 50 people with a clear vision for the future.”
What do you think has influenced the rising popularity of vintage clothing?
“Our customers are looking for unique, quality clothing which helps the planet.
They have been influenced by the exciting and inspiring products that Glass Onion and other like-minded companies in our market source and recycle. The rise in popularity is due to our market stepping up and creatively giving the consumer what they are looking for.”
What are you top sellers?
Sweatshirts are our biggest seller at the moment, which has a lot to do with the lockdowns of 2020/2021. Vintage denim is always popular along with US workwear brands such as Dickies and Carhartt. Nascar racing jackets are the surprising success of the last few months.
What do you know about your customers?
Our customers are generally 18-30 years old looking for unique and quality sustainable products consuming through the most relevant technologies. They love fashion and experiences. I would like to add that Glass Onion recycles over 20,000kg of clothing per week. We have an onsite sewing factory which also recycles and produces over 10,000 units per month.
The vintage boom isn’t just for the student generation and GenZ keen to post their personal style on TikTok and Instagram. For those whose budget is more champagne than beer money, there are plenty of designer sales platforms ready provide a Chanel or Gucci fix - Vestiare Collective and the vintage section of FarFetch are two popular examples. As part of the Selfridges sustainability initiative, Project Earth, the London retailer recently launched RESELLFRIDGES, a permanent online and in-store platform to buy and sell pre-loved, vintage, collectible and archive products in collaboration with 20+ brand partners including Levi’s and Barbour. Whatever your generation or budget, it seems you can’t go wrong with vintage and if you are thinking of overhauling your wardrobe, there might even be some vintage gems lurking in the back that could top up your bank balance…
#vintage #vintageclothes #vintagestore #vintagecculture