Key Insights
Essential data points from our research
The global vintage clothing market was valued at $96.3 billion in 2021
80% of consumers say they would buy vintage or pre-owned clothing if it helped reduce environmental impact
The resale market is expected to double in the next 5 years to $77 billion by 2025, driven in part by vintage clothing
40% of Gen Z shoppers say they have purchased vintage clothing in the past year
45% of consumers buy vintage clothing due to its uniqueness and style
70% of vintage clothing shoppers cite sustainability as a major influence on their shopping habits
The average resale shopper is 25-37 years old, particularly interested in vintage and branded secondhand items
The secondhand clothing market, including vintage, grew 21 times faster than conventional retail apparel over the past three years
1 in 3 women shopped secondhand in 2021, with many opting for vintage items
25% of millennials shop vintage at least once per month
Vintage denim pieces make up 12% of total denim resales globally
62% of vintage clothing buyers say they are likely to pay more for clothing with verified authenticity
Etsy saw an 80% increase in searches for “vintage 90s clothing” from 2020 to 2022
Consumer Behavior and Preferences
- 80% of consumers say they would buy vintage or pre-owned clothing if it helped reduce environmental impact
- 45% of consumers buy vintage clothing due to its uniqueness and style
- 70% of vintage clothing shoppers cite sustainability as a major influence on their shopping habits
- 1 in 3 women shopped secondhand in 2021, with many opting for vintage items
- 62% of vintage clothing buyers say they are likely to pay more for clothing with verified authenticity
- Etsy saw an 80% increase in searches for “vintage 90s clothing” from 2020 to 2022
- In 2022, vintage clothing searches on Google peaked in December with an 18% increase
- 28% of vintage clothing purchases are made based on nostalgia, particularly 90s and Y2K styles
- The most popular decades for vintage fashion are the 90s (38%), followed by the 70s (24%) and 80s (20%)
- 91% of resale buyers have purchased vintage or secondhand clothing in the past 5 years
- 54% of vintage buyers are women aged 18-34
- Popular vintage brands include Levi’s, Ralph Lauren, Champion, and Tommy Hilfiger, according to user searches
- 27% of vintage clothing customers are repeat buyers
- Instagram hashtags related to vintage fashion exceed 17 million posts
- Poshmark reports that vintage listings receive 2.2x more likes than modern fast-fashion listings
- 33% of fashion resale customers cite vintage exclusivity as the top motivator for purchases
- 60% of UK millennials consider vintage fashion as a major trend
- 90% of planet-heating emissions from a cotton t-shirt occur during production; reusing vintage mitigates this
- 23% of buyers purchase vintage for collectibility and investment
- 41% of college students wear vintage clothing at least once a week
- 64% of stylists incorporate vintage pieces into celebrity wardrobes
- Nearly 48 million people bought at least one piece of vintage or secondhand clothing in 2022 in the U.S.
- Teenagers spend 20% of their fashion budget on vintage and secondhand items
- Customers are 2.5x more likely to post vintage outfits on social media than fast fashion outfits
- 58% of vintage shoppers prefer shopping in secondhand brick-and-mortar stores despite the growth of online platforms
- 84% of people say they’re more likely to try secondhand clothing today than five years ago
- The average vintage garment has already been worn by at least 3 previous owners
- 66% of shoppers trust local vintage boutiques more than global secondhand online sellers
- More than 4.5 billion pounds of clothing are saved from landfill each year due to vintage and secondhand shopping
- 72% of Depop sellers list vintage or upcycled fashion
- Shoppers are willing to spend 150% more on rare vintage pieces compared to contemporary equivalents
- Online searches for “vintage Grateful Dead t-shirt” increased 92% from 2021 to 2023
- 30% of consumers say they’ve learned about vintage fashion through social media influencers
Interpretation
Once dismissed as your grandma’s closet, vintage clothing is now a climate-conscious, style-savvy, influencer-approved movement where nostalgia meets sustainability—and shoppers are willing to pay a premium to wear the past into a better future.
Generational Insights
- 40% of Gen Z shoppers say they have purchased vintage clothing in the past year
- The average resale shopper is 25-37 years old, particularly interested in vintage and branded secondhand items
- 25% of millennials shop vintage at least once per month
- 29% of Gen Z consider vintage clothes to be more authentic than modern fashion
Interpretation
In a stylish rebellion against fast fashion, younger generations are thrifting their way to authenticity, proving that what’s old is not only new again—but significantly cooler.
Market Growth and Trends
- The global vintage clothing market was valued at $96.3 billion in 2021
- The resale market is expected to double in the next 5 years to $77 billion by 2025, driven in part by vintage clothing
- The secondhand clothing market, including vintage, grew 21 times faster than conventional retail apparel over the past three years
- Vintage t-shirts have increased in value by 30% in the last 5 years
- Vintage wedding dresses have seen a 56% increase on resale sites year-over-year since 2021
- Vintage outerwear sales surged 47% between 2019 and 2022
- Vintage clothing generates over $1 billion annually in U.S. thrift store revenue
- Vintage sneaker resale rose by 78% in 2022 on StockX
- Restoration and upcycling are listed as services by over 2,000 vintage stores globally
- TikTok videos tagged #vintageclothing have amassed over 1.8 billion views
- Online vintage marketplaces have grown 24% year-over-year since 2020
- In Japan, vintage fashion occupies 35% of the secondhand apparel market
- The resale of luxury vintage bags reached $10 billion globally in 2022
- In France, vintage apparel accounts for 11% of total clothing sales
- Millions of pounds of clothing waste are prevented annually due to vintage resale
- The US imports over 700 million pounds of secondhand (and vintage) clothing annually
- New York City has over 300 vintage-specific clothing stores
- The carbon footprint for purchasing secondhand/vintage apparel is 82% lower than buying new
- Wedding attire was the fastest-growing luxury vintage category in 2022
- Luxury online platforms like The RealReal report a 40% year-over-year increase in vintage designer submissions
Interpretation
Once a nostalgic niche, vintage clothing has become a global economic and environmental powerhouse—where grandma’s t-shirt is now both a TikTok sensation and an appreciating asset.
Product Categories and Pricing
- Vintage denim pieces make up 12% of total denim resales globally
- Depop reports that nearly half its top sellers are offering vintage clothing
- The average price of a vintage designer handbag in the U.S. market as of 2023 was $1,350
- Nearly 65% of thrift shop inventory in the U.S. is considered vintage
- The average lifespan of vintage clothing in circulation is 20-40 years
- Vintage Levi’s jeans resell for up to 400% over their original retail price
- Vintage band tees can fetch prices between $75 to over $2,000, depending on rarity and band
- Vintage jackets were the top-selling category in 2022 for online vintage retailers
- Vintage resale yields a profit margin between 40%-75%, higher than fast fashion
- Up to 95% of donated vintage clothing is usable and resellable
- On average, vintage shoppers spend 30% less per item than buyers of new designer goods
- High-quality vintage items can last up to five times longer than fast fashion equivalents
- Footwear represents 18% of total vintage clothing sales globally
Interpretation
In a world racing through fast fashion, vintage clothing proves that style with staying power—whether it's a $2,000 band tee or Levi’s that quadruple in value—is not only a statement of individuality but a savvy investment in quality, culture, and conscience.
Sales Channels and Platforms
- Over 50% of vintage clothing on eBay sells within 14 days of listing
- 35% of vintage purchases are made online versus in physical stores
- Facebook Marketplace lists an average of 500,000 vintage clothing items monthly
- 76% of vintage clothes retailers use Instagram as their main promotional channel
- Etsy’s top vintage shops each average more than $500,000 in annual sales
- Approximately 10% of all clothing listed on eBay is categorized as vintage
- 89% of vintage retailers depend on estate sales and thrift shops for inventory
Interpretation
In a world where nostalgia meets savvy strategy, vintage clothing proves it’s not just a trend but a thriving industry, with fast eBay flips, Instagram influence, and estate-sale treasure hunts fueling a half-million-dollar hustle.
