I often use The Truman Show as a reference when something feels “too good to be true—or too bizarre to be real”. And strangely enough, wandering through second-hand stores evokes that exact feeling. On those rare, lucky days, I step into a thrift shop and find a rack filled with pieces that seem as if they were curated just for me—perfectly in tune with my style, at an almost unbelievable price. It’s as if someone knew I was coming and laid out the selection like a set designer crafting a scene. 

But beyond this surreal sense of discovery, second-hand shopping taps into something deeper—especially when viewed with the theme of sustainability. 

One fascinating aspect of second-hand fashion is the sheer variety of labels it falls under. Depending on the brand, price point, or type of store, it can be called vintage shopping, thrifting, or simply buying pre-loved fashion. The spaces themselves range from charity shops to high-end curated boutiques or just independent second-hand shops without the charity parts.

And with these different labels come different perceptions—sometimes even controversy. Regardless of terminology, most fashion-conscious readers would agree that extending the life cycle of clothing is inherently more sustainable than indulging in fast fashion. 

However, through the research during my study in fashion psychology years back, I uncovered something surprising—people’s emotional relationships with second-hand shopping are far more complex than I had imagined. For the research, I analysed transcripts from four YouTube videos about thrifting, extracting themes through a thematic analysis. The results revealed four key categories.

Perception of sustainable fashion

The general perception of the ideal of sustainable fashion was positive as it was described as important, and amazing. 

However, despite their belief in the concept of sustainability, participants also showed negative feelings. They expressed frustration at being socially pressured to purchase only sustainable products and confusion about acknowledging what is sustainable. 

Perception of fast fashion 

Interestingly, the perception of fast fashion as an opposite market to sustainable fashion was not on the contrary. Instead, the participants were indifferent, finding it convenient but old-fashioned. 

It showed how consumers perceived sustainable fashion more as a new trend than as a replacement for fast fashion. This indicates the belief that sustainability is not the strongest motivation for sustainable purchases, such as thrifting. 

Motivations of Thrifting 

Following the implication of drivers of thrifting based on the perception of fast fashion, the motivations were identified as treasure hunting joy, trendy and unique design, and cost-effectiveness. 

Barriers of Thrifting 

The difficulties of thrifting were described as limited (sizes, styles), and time-consuming. 

Additionally, aligned to the frustration of sustainable fashion, participants felt compelled and unsure. Participants showed doubts about whether thrifting is sustainable or not, as it is described; overconsumption, and reselling. 

Though this study was conducted about three years ago—and fashion trends continuously evolve—one thing remains clear: consumers are becoming more intentional about their choices. With access to information only increasing, second-hand fashion is no longer just an alternative; for many, it’s a conscious and stylish way forward.