Young Calgarians fuel the resurgence of vintage fashion
Calgary’s youngest generation leads the charge on the ever-growing popularity of second-hand clothing.
“It starts with the youngest generation, and they’re so much less label driven,” said Brandy Budd, owner and operator of full-service Calgary consignment store Jeans Addiction. “This is the first time I think in 12 or 13 years where people will buy something, not only just used, but dirty and ripped. And they’ll pay more for it because it’s been so greatly worn.”
The undeniable rebirth of second-hand goods continues to reach new levels of popularity. A new generation of shoppers and a resurgence of vintage fashion has turned a once dwindling customer base into a thorn in the side of large retailers.
“I’m a big thrifter. I like that you find things that not everybody has,” said recent University of Calgary graduate Jordan Malcolm. “You can find a lot of rare treasures that you’ll never see being sold in an Aritzia.”
While sustainability and affordability have always been reasons for customers to second-hand shop, thrifting has taken off and reached new audiences since the pandemic. Household spending getting tighter, supply chain problems plaguing large retailers and the re-emergence of vintage fashion have all played a role in the expansion of interest amongst shoppers worldwide.
For Budd, who originally began her business by selling denim out of her basement 12 years ago, a new generation being so open to shopping second-hand clothing comes as a very pleasant surprise.
“People used to want things to be new, and if it was consigned it had to be really high end,” said Budd. “There was a time when nobody wanted anything used. I think the market also really gets dependent on how acceptable that fashion is.”
On social media, finding an item that has stood the test of time and matches with trendy vintage style is not only accepted, but often met with a flood of likes and interactions. This often-anonymous approval has only fed into the frantic popularity of thrifting.
For thrifters like Malcolm, who now works part-time at Jeans Addiction, the ability to give more life to different clothes makes shopping at these stores all the more attractive.
“We get a lot of jeans that people loved in their lifetime and then decided to part with,” said Malcolm. “People get to come in here and find jeans that have been loved by other people and they get to bring them back to life.”
Despite speculation that consignment stores are surging in popularity because people are trying to save money, business owners aren’t entirely sure that’s the case.
Even amongst the younger generation, luxury consignment stores have also taken off, lending to the idea that the popularity of consignment isn’t limited to those who are looking to save big or shop locally.
I think (second-hand) is more widely accepted now, and not only accepted now, cooler than retail. – Brandy Budd
The RealReal, an online marketplace that specifically specializes in luxury consignment, has become hugely popular for used-goods purchasers around the world. The retailer announced in their 2023 Consignment Report that they have over 30M members worldwide, and that there has been a 23 per cent increase in shoppers buying resale goods.
For second-hand business owners, consumers having the option to pass on retail items for a cut of the money they originally paid will continue to fuel the popularity of consignment shops.
“Does money come into play? Yeah, people want to sell their stuff,” said Budd. “You have that item that you spend $300 on and never wear it again. Does that fuel the consignment? For sure, because then you can get that item, and then you can get sick of it, and you can sell it and move on.”
Built with Shorthand