The Vintage Vogue: Japan’s Gen Z Ignites a Thrifted Fashion Revolution

In the bustling heart of Tokyo’s trendy neighborhoods, a fashion revolution brews, led by the eco-conscious and economically savvy Generation Z. The trend of wearing “古着” (furugi), or secondhand clothing, has caught fire among Japan’s youth, signaling a seismic shift in consumer culture that blends fiscal prudence with a bold fashion statement.

For many in Gen Z, adorning themselves in vintage attire transcends the mere act of dressing. It is an embodiment of their values, a rebellion against the fast fashion frenzy, and a declaration of individualism. Shimokitazawa, Tokyo’s vibrant youth hub, boasts nearly 200 thrift stores, with Desert Snow emerging as a triumphant chain, expanding to four outlets. Its success story is not an outlier but a reflection of a profound change in attitudes toward pre-owned fashion, especially resonant with the digital natives adept at using flea market apps like “メルカリ” (Mercari).

Japanese thrift shops have carved out a niche for themselves with their impeccable selection and superior garment quality, rivalling even their Western counterparts. This dedication to excellence has not only captivated local consumers but also attracted throngs of international shoppers post-pandemic, further fueling the thrift market’s expansion.