Jahnvi Prakash, a 19-year-old student in New Delhi, is an average Indian Gen Z who loves fashion and spends a lot of time on Instagram, looking at new trends. She buys most of her unique pieces, from boho to party wear, from thrift stores on Instagram.
“There has been a perceptible perception shift. In the past there was a lot of stigma attached to wearing hand me downs because of the belief that it carries the old energy of the previous owner. Ironically, Indians have been always thrifting and upcycling- converting old saris into kurtas or dresses and passing down saree collections to the next generation,” says Prakash.
Many Indian thrift shops on Instagram began with users decluttering their wardrobe, who gave away or sold cheaply the clothes that they no longer used. Response was good as many people aged 18-24 became more aware of the perils of fast fashion and sought sustainable alternatives. “At GON Vintage , it is not just a random dump of vintage pieces. All pieces are personally hand-picked by me from across Italy. These pieces are researched in terms of fabric, make, quality and coming trends. I constantly aim to bring to the shop pieces that are preferably made in Europe and specifically in Italy in the 70s-80s.”
In addition to buying and selling second-hand clothes, the business also charges sellers a small sum for listing items for sale on its platform. It also continues to work with fundraisers for various social causes. Divya Saini, 28, started Bodements in 2018, selling designer clothes, footwear and accessories bought from vintage stores and flea markets across the world. “I always had a strong and unique sense of style, and after five years of working in the fashion industry, I felt there was a need for ‘cooler’ clothes in India.”