The thrill of the hunt: how thrifting is trending among Millennials
October 6, 2019 | Sophia Trout
Thrifting has become the newest trend amongst Millennials and Gen Z with gaining popularity each year. However, unlike most fads, secondhand shopping isn't going anywhere.
Blacksburg, VA - "Building A Better Community" adorns the wall on a quiet day at Goodwill. Photo: Sophia Trout
BLACKSBURG, VA -- In 2012, "Thrift Shop" dropped by artists Macklemore and Ryan Lewis and exposed Millennials and Gen Z to thrifting. "I hate to say it, but Macklemore with his 'Thrift Shop' video, people were like oh shit, this is kind of cool," VTThrift's Brad Kesling remarked. Thrifting has made its way to the fashion forefront, and it's not slowing down.
The stigma around thrifting has shifted throughout the years. Planet Aid posted an article explaining that the DIY movement, the want for one-of-a-kind pieces and the digitalization of consignment shopping have all contributed to the growing trend.
According to a study done by ThreadUp, the world's largest online thrift store, Millennials and Gen Z are driving the growth of secondhand. It states that "18-37-year-olds are adopting secondhand apparel faster 2.5X faster than other age groups." They make up almost 50% of the current consumers of thrifting according to the study.
The reason? "For most people, [college] is their first time on their own and [they're] able to really express who they are, and clothing is a big way people do that," Kesling said.
Kaley Roshitsh, a Sustainability Reporter for Women's Wear Daily, had a similar experience. "When I developed [thrifting] into my main shopping motives, it was pretty strictly for individuality and to give me clothes nobody else had."
Both noted how inexpensive secondhand shopping is, so college students on a budget have access to an always-changing assortment of pieces.
The discounted price of luxury brands is a big calling for college students interested in thrifting. An article on The Robin Report written by Jasmine Glasheen shared that consignment shopping brings big-name labels to customers with varying income levels. They now get a taste of "merchandise that they may not have had access to in the past."
With this growing trend not slowing down, companies are starting to take notice. With websites like ThreadUp, The Real Real and Poshmark, thrifting has become more accessible than ever.
"This is where the growth and innovation is happening," Roshitsh said, "rental, resale, secondhand, they're the largest growing categories for retail apparel." By 2028, secondhand is estimated to grow 1.5x the size of Fast Fashion, according to ThreadUp, so this trend isn't just an overnight sensation.
Millennials and Gen Z have made corporations take notice of thrifting. From individuality, coast effectiveness and growing convenience, this trend is here to stay.