Forget rifling through dusty thrift stores or scouring eBay, vintage shopping is now simply a scroll away. The Instagram vintage community is thriving — and considering the negative environmental impact of the fast fashion industry, this can only a good thing.
It is no secret that shopping for new items is inherently unsustainable. We are buying too many new clothes and we are not wearing these items enough — the apparel and footwear industries are estimated to create 8 percent of global greenhouse gas emissions. The problem is increasing and clothing utilization (the average number of times a garment is worn) has decreased by 36 percent worldwide in the past 15 years.
“If one million women bought their next item of clothing second-hand instead of new, we would save six million kilograms of carbon pollution from entering the atmosphere,” says Clare Lewis, founder of vintage Instagram business Retold.
With the constant stream of shopping hauls, #OOTD snaps and trend-led content feeding our need for newness, Instagram is often lambasted for intensifying the fast fashion problem. But the burgeoning vintage fashion community on the platform is posing a refreshing antidote. “Adopting a slower and ideally more circular approach to buying clothes can really make a difference. Buying second-hand rather than new is an affordable way to reduce your environmental footprint,” Lewis explains.
Buying second-hand rather than new is an affordable way to reduce your environmental footprint.
Retold, a London-based business, is just one of a growing breed of Instagram accounts that curate and sell vintage pieces directly through the app. But how does it work, exactly? The accounts post photos of vintage wares alongside the size and pricing info, and the first buyer to direct message the seller receives an invoice over email and pays via an online platform like PayPal.
“I’ve always been a collector of vintage, but as I became more aware of the environmental impact of fashion, I decided to put this passion to good use. I want to inspire people to look at vintage as an alternative to buying new clothes,” Lewis adds.
Take Na Nin Vintage, a Virginia store that uses Instagram as a tool to market their online business and advertise new-in vintage stock. “Instagram allows us to share our vision of a vintage item’s new life. We make a point to always make new content and introduce creative ways to style vintage that balances timeless classics and emerging trends,” says Jade Biver, social media manager at Na Nin Vintage. Girls of Mars, an account, based in Portugal, operates in a similar way. “We try to style each piece with basic wardrobe staples so our customers can see how easy it is to wear.” And with Instagram, vintage is open to all women, regardless of their body shape or personal aesthetic. This is something very important to Subrina Heyink, a stylist who runs the Instagram account, SubrinaHeyink Vintage: “I focus on making every garment approachable and try and use women who aren’t conventional models — I believe that helps other women in buying,” she says. Lewis agrees. “People can easily be put off vintage shopping as they are overwhelmed by the rails of clothes and simply don’t have the time to spend hours sifting through,” Lewis says.
And the democratic nature of Instagram makes both selling and buying vintage much more accessible to all. By cutting out the middleman and commission costs, it can become more affordable. “Instagram has made interesting, independent, woman-run businesses much more reachable. It’s brought about a lot of incredible talent that may have never seen the light of day without social media,” says Lilly Bernard, the businesswoman behind U.S.-based Goodshop Badshop.
When buying directly from a seller, you know where your money is going, and you can rest assured that you are supporting a small business, not a huge corporation. “It’s an amazing platform to collaborate with like-minded businesses, influencers and the general public. This has been key to me growing a customer network that I can have a dialogue with,” Lewis adds. This is something Biver highlights too: “Instagram has allowed customers to form a much closer connection which makes shopping that much more meaningful.”
6 Vintage Instagram Accounts to Follow
Retold, @retold_vintage, UK
For lovers of a minimal aesthetic, founder Clare Lewis models and styles all her vintage pieces herself in her equally stylish London home.
Goodshop Badshop, @gs__bs, U.S.
Lilly Bernard — the mastermind behind Goodshop Badshop — cites “Seinfeld,” Princess Diana, “The Fresh Prince of Bel-Air” and early ’90s Gucci as her inspiration, and her edit of nostalgia-inducing pieces reflects this.
Na Nin Vintage, @naninvintage, US
Based in Richmond, Virginia, this popular account showcases sleek and streamlined vintage pieces that will fit in any modern wardrobe.
Girls of Mars, @gomvintage, Portugal
Founder Ezgi Zerey worked in fashion for 10 years before pouring her knowledge into her vintage shop. Follow for your ’80s and ’90s fix — think satin blouses, sleek blazers and “Clueless” skirt suits.
Subrina Heyink Vintage, @subrinaheyinkvintage
Based in Kansas City, Missouri, stylist Subrina Heyink uses her creative eye to handpick the best vintage she can find, including both designer pieces and bridal wear.
WinWintage, @winwintage, Denmark
This Copenhagen-based account offers a rainbow of colorful pieces, from tie-dyed t-shirts to embroidered folk dresses.
