WHY THE NEXT GENERATION IS OBSESSED WITH VINTAGE FASHION

Last week I had the privilege of teaching a class on menswear journalism to students at NYC’s Parsons School of Design. (Thanks, Christopher Blomquist, for giving me this opportunity!) The students themselves brought up the topic of vintage clothing so I asked them to explain its appeal. Here, some of their responses, clearly more about unique design and self-expression than saving the planet. My question for retailers: how can conventional store merchants capitalize on this trend?

“I love to shop vintage; in fact, it’s my primary way to purchase clothing. I do this because in an age where anything can be replicated, vintage gives me the ability to find uniqueness. Quality is another factor, even though a piece may be vintage, it’s often better quality than what is found in department stores today.”  Lilah

“As a fashion student in New York City, there’s nothing that excites me more than adding cool and unique garments to my wardrobe. However, I find that shopping in regular retail stores is underwhelming. That’s why I find myself gravitating towards vintage and thrift stores. I find it exhilarating when I go into a vintage store and put effort into choosing a piece of clothing I enjoy. To me, the power of clothing is expression: when I get the chance to choose a piece that speaks to me in a multitude of ways, that’s when I know it belongs to me. The challenge makes me cherish the clothes more. Aside from the creativity that it inspires, vintage shopping is also significantly better in price and quality.”  Irene

“Vintage shopping is the way to go because every piece you shop for has its own story, crafted with delicacy, detail, and devotion to fashion. Unlike the current world of mass production, vintage is unique, and typically holds its quality in craftsmanship and material, which is rare in modern fashion today. Vintage might just be what saves the fashion industry.”  Andrea

“Vintage shopping is a unique experience every time you walk into a store. Unlike traditional clothing stores that offer current trending styles that start to feel the same after a while, vintage stores are full of one-of-a-kind pieces, each with its own story. My favorite way to go vintage shopping is at curated thrift markets. These markets bring together a variety of small businesses that do the digging for you—they source vintage items and carefully curate their collections to sell to shoppers. I love this because vintage shopping can feel overwhelming; every single piece has its own history, and it’s easy to get lost in it all. But when the selection is thoughtfully curated, it makes it so much easier to find that perfect piece.”  Aly

“The reason I gravitate towards vintage shopping is for the experiential aspect of selecting something one of a kind. For my generation (Gen Z), we identify with self-expression and individuality — qualities that are lacking in many current trends today. I find certain vintage pieces special because of the historical component it has. There’s so much history in each piece of clothing; vintage shopping gives me the ability to add to it and eventually create my own history via the garments I wear.”  Maddie

“I shop vintage because of its uniqueness and sustainability. It makes me feel confident to know I own a one-of-a kind piece or a top or bottom that not many people own. Its quality is better due to it being around so long. Shopping vintage feels more intentional, and I value not over consuming. I want my purchases and my wardrobe to match my style and last for a long time. Shopping vintage is the way to go.”  Erulan

“I prefer vintage shopping because I feel my money is being well spent towards quality, authenticity, and personality. Today, the oversaturated clothing market leaves pieces hanging on racks of redundancy. Thrift/Vintage Shopping offers me a shopping experience traced back to a time when designers created from inspiration rather than compensation.”  Lunetta

“I think our generation is interested in thrifting because every era of fashion and subculture of fashion has become democratized. Due to this, many feel the need to curate and embody a certain era, trend, or subculture to an exact T. Unfortunately, these styles often look outdated. I believe our generation is very eco-conscious and thrifting is sustainable. I also believe that there are hidden gems for cheaper prices, and that older clothes are seen as cooler.”  Abigail

“When I shop vintage, I’m always looking for something that I’m either not going to find in regular stores, or I’ll be looking for designer fashion that’s on sale. So I’d say that what drives my vintage shopping is designer sales and finding authentic pieces that no one else would have.”  Paula