In recent years, the perception of sustainable shopping has evolved, according to Jen and Matt Schachtebeck, the founders of Toronto’s Hogtown Flea and proprietors of vintage store Coffee and Clothing. They noted a shift towards vintage fashion driven by growing concerns about the environmental impact of the fashion industry and the climate crisis.
Matt highlighted that social media, particularly influencing gen Z, has played a crucial role in reshaping attitudes towards shopping and clothing consumption. While gen Z embraced sustainable shopping early on, millennials, who grew up in the era of heavy consumerism, are gradually transitioning from mall-shopping to secondhand shopping. Matt mentioned that parents among millennials find it easier to introduce their children to secondhand items due to the rapid growth and changing preferences of kids.
The mainstreaming of vintage fashion has been propelled by celebrities such as Martha Stewart, Chloë Sevigny, Jemima Kirke, and Sloan, who have organized or attended their own sales of pre-loved clothing and merchandise. These celebrity closet and tag sales have added a personal touch to the relationship between celebrities and fans, enhancing the allure of thrifting.
The trend of celebrities opting for vintage fashion has influenced the general public, making vintage clothing a stylish choice. Liana Satenstein, a Vogue contributor and owner of Schmatta Shrink, emphasized the appeal of owning unique pieces that reflect individuality, noting that celebrities’ adoption of vintage fashion has contributed to its popularity.
Moreover, individuals are drawn to the history and personal connection offered by secondhand items. Satenstein mentioned the desirability of items from Chloë Sevigny’s sale, attributing their appeal to customers’ admiration for Sevigny’s style and the sentimental value attached to her clothing.
Hosting a successful garage sale requires thorough research, strategic timing, curated item selection, effective pricing, and thoughtful marketing. The Schachtebecks recommended conducting research on local sales, obtaining necessary permits, curating items effectively, setting suitable pricing, and promoting the sale through various channels.
Creating a unique and engaging experience for shoppers, such as incorporating music, interactive elements, and refreshments, can enhance the appeal of the sale. Consideration of giving back to the community or supporting charitable causes through sale proceeds can also add a meaningful dimension to the event, aligning with the principles of a circular economy and environmental sustainability.
