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Favorite places for inspiration and vintage finds that feed our soul and creativity I n T h i s E d i t i o n

Our love for older things

DEEP DIVE: RESALE, RENTAL, & UNDERCONSUMPTION TRENDS

We were obsessed, and then tariffs came, and we sat straight up

02 03 FOUNDERS’ LOVE NOTE

PERSONAL SOURCEBOOK

Photo:Printemps

Vintag hand is explod about sustain

In a world overwhelmed by stuff, vintage offers something rare meaning These are pieces that have been worn, used, loved Made by someone, cared for by someone And when we find them, we’re inheriting a story we want to share “Where’d you get that?” turns into something far more interesting

There’s also real artistry in the way vintage is curated today It takes vision to see the value in the old, and even more to reframe it for modern eyes Whether it’s a dealer on Instagram or a stylist with a rolling rack the best of them give us a kind of living history tactile, personal, and inspiring

This issue is our ode . We hope it leaves you seeing the past a littl

CO-CHIEF IDEAMAKERS AND BANTER BANDITS

Resale Renaissance

SECONDHAND SURGE: A LOVE OF HERITAGE, CRAFT, AND STORYTELLING PAIRED WITH TARIFFS AND ECONOMIC SHIFTS HAS FUELED FASHION’S VINTAGE BOOM AND WE’RE HERE FOR IT!

Photo:VestiaireCollectiveandLeBonMarché

SECONDHAND APPAREL MARKET PROJECTED TO REACH by 2029

$74B with an average annual growth rate of 9%. -ThredUp

The Find: cheap thrill or

consumer necessity?

11.4%

With tariffs climbing (think: U S duty hikes that could add nearly $1,200 per household this year) and retail prices fluctuating, vintage and secondhand are emerging not only as a passion but a strategic power play. Nearly 59% of consumers say they'll turn to used to dodge tariff-driven hikes, a sentiment strongest among Millennials (69%) and GenZ (~68%)

For brands, there’s real opportunity: curated assortments, storytelling, and value-first messaging That’s how resale has gained “cultural currency.”

And then there's the political momentum: a new bipartisan caucus is backing tax credits and lower sales taxes for circular business models

In short: vintage is a savvy commerce play Smart brands build loyalty by tapping into stories, sustainability, and savings combining authenticity with growth

Printemps

Housed in a landmark Beaux-Arts building, this curated vintage edit blends fashion history with architectural legacy offering one-of-a-kind pieces in a space shaped by decades of style

Vintage Curation At Retail

Vintage curation isn’t new but these players have raised the bar By blending past and present, storytelling and style, they deliver pieces that feel both right at home and more relevant than ever Here, pre-loved isn’t just sustainable it’s storied

Vestiaire Collective and Le Bon Marché

Vestiaire Collective has brought its luxury resale platform offline with standout pop-ups, including a recent one at Le Bon Marché in Paris featuring a curated mix of high-end, preloved fashion.

Phoebe Philo’s Céline at LuisaViaRoma

In a rare homage to fashion’s most beloved minimalist, LuisaViaRoma spotlighted Phoebe Philo designed pieces celebrating the precision, quiet luxury, and timeless silhouettes that defined her legacy Curated with care, the edit bridges cult nostalgia and collectible fashion

The Louis Vuitton x Takashi Murakami pop-up in NYC was a vibrant celebration of their iconic collaboration. Visitors could explore re-editions of classic pieces, view archival items from the original 2003 collection, and even bring their vintage Murakami pieces to a dedicated care station for restoration.

Louis Vuitton x Takashi Murakami

The Hottest Players in Resale Are Scaling Fast

ThredUp saw a 95% surge in new sign-ups in Q1 2025, and Depop +68%.

At ThriftCon Atlanta, nearly 10,000 buyers and sellers moved over $1 million in secondhand goods

Controversial resellers 4G whose New York showroom is a magnet for rappers and athletes hunting rare Chrome Hearts— have doubled revenue year-over-year since 2020.

“EVENTUALLY THIS STUFF IS NOT GOING TO BE ABLE TO FOUND ANYMORE.” J.R. BRADLEY, ON HUNTING VINTAGE CARTOONSTYLE

BLACK ART TEES FROM THE ’80S AND ’90S

Pre-Loved Lore

Collecting stories worth wearing.

It’s not just the thing, it’s the story of the thing. In an era flooded with products and fleeting trends, what’s cutting through is lore the story behind the item, the feeling of discovery, the connection to something more. Uniqueness, sustainability, and narrative hold real value It reflects a broader cultural movement of individualism, where self-expression through what you wear and collect is also a statement of identity and taste

OutfitRepeaterL.A.hasquicklybecometheEastside’sgo-toforstyle-savvycreatives,“it”girls, andfashion-forwardtastemakers.Morethanjustabuzzyclosetsale,it’saculturalpulsecheck andpossiblyapreviewoffashion’snextchapter.

“It’s nice to do it face to face. Clothes have a story. It’s nice to hear the story of the piece you’re inheriting.”

-Kate Mansi, actor

“Because a Rolex watch often lives several lives”

Rolex’s Certified Pre-Owned Programme presents its watches as heirlooms rich in history and ready for their next chapter The campaign blends storytelling with value retention, positioning each piece as a lasting icon

Brands We’re Watching

Brands like eBay, ThredUp, and Coachtopia are redefining what resale looks like at scale eBay is elevating secondhand through authentication and collector-grade curation; ThredUp is making it accessible with curated drops and brand partnerships; and Coachtopia is proving that circularity can be both cool and commercial Together, they’re turning pre-loved into a powerhouse

eBAY. According to their latest Watchlist report, 40% of fashion sales are now secondhand, with “vintage” searched over 1,200 times per minute. The demand for legacy luxury is rising and yes, the Fendi Baguette is still that girl Rarity and provenance are in, proving secondhand is no longer niche it’s the new norm. (Fashion United, eBay)

Coachtopia is stepping beyond bags and deeper into circular fashion with its first apparel drop crafted with Bank & Vogue from preloved garments. Each one-of-a-kind piece comes with a digital passport tracing its materials, impact, and journey through the brand’s Made Circular™ principles. In an era of overproduction, stories matter and these pieces come with plenty. With resale, upcycling, and nostalgia-fueled fashion on the rise, see Coach’s (Re)Loved program, Coachtopia is right where the culture is headed Oh, and FYI: Coach’s sales are soaring (Coachtopia, Bloomberg)

ThredUp. Launched in May, their first curated vintage collection features 17,000 vintage and vintage-inspired pieces from Beyond Retro’s archives. Spanning decades of style, the partnership signals a new direction for the resale platform one rooted in storytelling, craftsmanship, and timeless design, curated for a new generation of vintage lovers.

ThisJune,DepoptookoverNYCwitheventsandactivations fromthe BrooklynMuseumtoStrollClub

TheRealReallaunchedaSubstackbyananonymouswriterknownas“The RealGirl” anodto“GossipGirl”

Phia,anAI-poweredplatformaimingtorevolutionizehowpeopleshopforsecondhandclothingonline

Bold Moves We’re Into...

Secondhand fashion isn’t just trending it’s reshaping the industry. Fueled by community activations, editorial storytelling, & AI-driven tools, resale is becoming smarter, more seamless, and more inspiring than ever.

"The growing wave of conscious consumers is forcing fashion brands to do things differently. For too long, fashion has been based on the thrill of the 'new,' but that's become very old-fashioned AirRobe elegantly builds resale into a brand's client experience and educates customers as they shop on the resale value of each garment They call it the 'Circular Wardrobe,' I call it the future," said Lauren Brown

The Thrifted Lifestyle

Thrifting is a full-fledged lifestyle, with Gen Z leading the charge across home, baby, and beyond. Searches for “thrifted home” are up +488%, with major spikes in “thrift decor ideas” (+681%) and “thrifted kitchen” (+626%). Resale is projected to grow 4x faster than retail by 2029 (ThredUp), and the movement keeps expanding kids’ resale, long embraced by parents, is seeing fresh momentum with #VintageKidsClothes up 16 1% YoY on TikTok

Thrifting is now a cultural marker of creativity, sustainability, and style

@gabgrabsthrift

@playdate vintage

@Sylvie

$12.8B

PROJECTED VALUE OF THE US BABY AND KIDS’ RESALE MARKET by 2030

This is an increase from $7B in 2021 - Statista, Viable Earth

59% of consumers say if new policies around tariffs make apparel more expensive, they will seek more affordable options like secondhand. (ThredUp)

1.1M+

#VintageFashion posts. +64% ‘vintage’ views globally. (TikTok)

46%

of Gen Z and Millennials say they plan to spend nearly half of their apparel budget on secondhand in the next 12 months. (ThredUp)

35%

Gen Z and Millennials are more likely to shop from a brand that offers secondhand options alongside their new collections (ThredUp)

Vinteddeliveredimpressive2024results,postinga23%increaseinrevenueanda330%surgein netprofityear-over-year.(Vinted)

By the Numbers

Resale RenaissanceHot Takes

STRATEGY AND POSSIBILITIES TO STAY RELEVANT

1 CURATED COLLECTIONS

Curated vintage collections offer more than nostalgia they meet growing demand for uniqueness, authenticity, and sustainability As consumers move away from sameness, retailers can elevate pre-loved pieces into collectible, aspirational must-haves through thoughtful curation, storytelling, and limited drops that align with modern values

2 ARCHIVE REVIVAL

As consumers seek meaningful purchases with a story, reissuing archival pieces offers the perfect mix of legacy and relevance Brands can drive engagement by linking drops to pop culture events or updating classics through strategic collabs

3 ELEVATED RETAIL EXPERIENCES

Resale is being reimagined blending storytelling with retailtainment At Printemps, pre-loved luxury is showcased alongside avant-garde design, with heritage edits capturing the attention of modern collectors Meanwhile, Vinted brought its platform to life with House of Vinted its first IRL event featuring hand-picked pieces from the personal wardrobes of creators.

4 CREATE CONNECTION THROUGH IRL COMMUNITY INITIATIVES

Create meaningful connections through IRL moments think vintage swaps, ambassador programs, or pre-loved markets offer more than just commerce They become spaces for conversation, creativity, and connection, reinforcing the cultural relevance of secondhand

POWER UP AI

Elevate discovery with AI that goes beyond helping shoppers find what they want it shows them why it matters Smart recommendations can connect customers with products that align with their needs while revealing deeper stories, from design inspiration to past lives

Rewriting Rental

THESE NEXT-GEN PLATFORMS ARE BREAKING FROM THE OLD RETAIL PLAYBOOK REDEFINING HOW WE ACCESS AND VALUE EVERYDAY GOODS WITH BUILT-IN FINANCIAL FLEXIBILITY, LIFESTYLE CONVENIENCE, AND LESS WASTE BY DESIGN, THEY PROMISE A SMARTER WAY TO CONSUME BUT WILL 2025 BE THE YEAR RENTAL FINALLY PROVES IT CAN BE PROFITABLE OR JUST ANOTHER STYLISH DETOUR ON THE ROAD TO REINVENTION?

Unlocking Rental’s Potential

The rental dream has been tough to monetize. Rent the Runway’s $113M loss in 2024 shows the challenge, but Nuuly’s recent profits offer hope for a more sustainable, scalable future Their success driven by a casual, everyday assortment and end-to-end operational control that lets them own and optimize the entire process

Nuuly,knownforitsplayfulvibeandeverydayfashionfocus,justhitabig milestone turningaprofitforthefirsttimewith$13.3millionin operatingincome.

“The nature of progress and life is not a high speed chase.”

-Cleo Wade

Nuulyisabletoretain50%ofitsactivesubscribersafter12months, and40%after24months

Yoodlizeoperatesnearcolleges,letsusersrentoutanything

Pickleletsuserslistandloanfashion&accessories

Pickle raises $12M to become the Airbnb of fashion

Pickle has tripled its number of monthly active users year over year

Rewriting Rental - In Action

People are cashing in literally on what’s in their closets. Peer-to-peer rental platforms like Pickle and Yoodlize are taking off, especially with Gen Z and Millennials, who are renting out everything from tees to paddleboards and in some cases, reportedly making up to $36K a year It’s all part of a bigger lifestyle shift: less about owning stuff, more about living flexibly and prioritizing experiences (After School, Wired)

Source:Fortune

8.8%

By the Numbers

Rent The Runway customer loyalty rates YOY meaning how many customers elect to buy a rented item outright is up 50% (Vogue Business)

Projected CAGR of the global rental market from 2024-2033 (Market US) +15% 55%

78%

percent of Millennials prefer experiences over products, signaling a major shift in consumer behavior from ownership to meaningful moments

year-over-year increase in active subscribers (Nuuly, WSJ)

Rewriting RentalHot Takes

STRATEGY AND POSSIBILITIES TO STAY RELEVANT

VivrelleandFWRDSummerHamptonspop-up

1 TARGET GEN Z & MILLENNIALS

Speak to the rental-curious demographic by highlighting the key benefits that matter most: budget-friendliness, flexibility, and access to variety For shoppers who crave fresh looks without long-term commitment, rentals offer the freedom to experiment with styles, sizes, or even seasonal needs whether it’s fashion, furniture, or baby gear

2 OFFER FLEXIBIILTY & CONVENIENCE

Highlight the ease and inspiration rental offers across life moments from weddings and vacations to dorm decor Offer a wide variety of styles with flexible, low-commitment plans that feel effortless and low risk, yet deliver high-impact results

3 PARTNER WITH EXCLUSIVE SELLERS & CURATORS

Collaborate with vintage sellers, stylists, and archive collectors to co-create curated rental edits that feel unique, elevated, and deeply personal These partners bring storytelling, taste, and expertise transforming rentals into collectible-style capsules that celebrate history, creativity, and individuality.

4 CULTURE PLAY

Build buzz with exclusive rental collabs, influencer-curated drops, and style swaps like “Borrow My Closet.” These moments add hype, foster community, and make rental feel fresh, social, and collectible

5 AMP UP AI

From AI-powered styling to immersive storytelling, tech should enhance not replace the emotional connection Make it easy & inspiring for consumers to rent

Composite:TikTok-@shelbizleee,@dominiquejonae,@sabrina pare

The AntiExcess Era

Consumers are pushing back against overconsumption and seeking products that support slower, more intentional ways of living.

Consumers are shifting from accumulation to intention. Led by Gen Z but resonating across generations, the underconsumption movement reflects a growing desire for clarity, control, and conscious living. Viral de-influencing trends and no-buy challenges signal a cultural fatigue with excess This isn’t about going without it’s about choosing with care Underconsumption is both a lifestyle and a statement, where fewer, better things are the new standard of value

Success will depend on how well brands balance competing desires: access and ownership, necessity and indulgence, material and experiential Value will be measured not just in quality, but in longevity, resale potential, and cultural relevance In a landscape shaped by financial stress and environmental urgency, products must justify their place economically, emotionally, and ethically

WardrobeTheoryProject,anindiemagazineonhowweconsume&create founderColinBehr’sillustratedlooksfrom2yearswithoutshopping.

It’sofficial:FacebookMarketplacehasbecomeGenZ’sgo-toforsecondhand everything.ThinkofitasCraigslist’scooler,moretrustworthycousin with profilepics,DMs,andnocreepyvibes

“For shoppers, it’s a new era of conscious consumption — where buying less but better is the ultimate flex.”

-Source: “How ‘De Influencing’ is Changing Consumer Behavior in 2025” Medium

Yet beneath the surface, the trend is also driven by economic reality As budgets tighten, many are adopting a more resourceful, make-do approach Dupes have even become a smart, strategic choice with 17% of U S adults saying they’d still buy them even if they could afford the original -BOF/McKinsey

Exploring the Rise of Underconsumption

“Underconsumption Core” is shifting from viral trend to lasting cultural movement.

Signs AND Shifts

Customers are pushing back against overconsumption and the endless churn of trend-driven, social media aesthetics In their place, they’re seeking slower, more intentional choices that align with personal values Meanwhile, new legislation like France’s bold action on ultra-fast fashion is serving as a wake-up call

France is the first nation to enact comprehensive, legally enforced measures targeting the environmental and social costs from hyper‑consumption in fashion Introducing penalties for ultra-lowcost, high-volume fashion brands and mandating new environmental

#SlowLiving is up 117% YOY on TikTok, signaling a growing embrace of er, more intentional lifestyles. Consumers are shifting away from s-driven possessions in favor of collectible experiences that reflect onal values Moments of mindfulness, connection to nature, and everyday s are being celebrated and shared Meanwhile, craft and human ivity are thriving, with a renewed interest in pottery, embroidery, dworking, collaging, and other analog pursuits

books we touched on this in our last edition. We believe books and ng are an ideal retail stage, offering space for meaningful human ection and immersive storytelling. That’s the kind of consumption we mpion!

69%

globally say they are now actively looking to buy or own less ‘stuff’ as a lifestyle choice -VML

By the Numbers

77%

percent of 18-24 year olds that believe that fashion trends now move too fast to follow -YPulse

3in5

Z’s follow “underconsumption core” on TikTok, encouraging consumers to cut unnecessary expenses for financial security and sustainability -Chain Store Age

“I think people are just enjoying a slower-paced life, and they’re not looking for stuff to fulfill them, in a way. They’re being more creative.”

-Hannah Siegel, New York Times

#de-influencing

58% of Gen Z and 52% of Millennials say they are emotional spenders - but the tide might be turning with de-influencing & no-buy challenges gaining momentum -Credit Karma

has garnered over 1.5 billion views on TikTok and it’s not just a trend, it’s a wake-up call for how we shop and what we actually need

The Anti-Excess EraHot Takes

STRATEGY AND POSSIBILITIES TO STAY RELEVANT Everlane‘CleanLuxury,BetterForYou’campaign

1 AMP UP TRUST & TRANSPARENCY

Lead with honesty and lean into radical transparency In a culture of overconsumption, the most powerful message might be: “You might not need this but if you do, here’s why it’s worth it ” Embracing the anti-sell and speaking with intention invites trust, not pressure, and aligns with a growing desire for mindful, valuesdriven choices

2 ENGAGE & EMPOWER ‘REAL’ CONSUMERS TO PARTICIPATE

Partner with micro-influencers and real customer voices These trusted messengers who often share personal stories of mindful buying, upcycling, or rewearing model sustainable habits in a way that resonates more deeply than traditional marketing By elevating authentic voices, brands can inspire participation and show that conscious consumption isn’t just aspirational it’s achievable

3 LEAD WITH LORE & LONGEVITY

Celebrate your brand’s story by highlighting the inspiration behind your products. Compelling storytelling builds emotional connection and reinforces longevity Emphasize durability, versatility, and lifetime guarantees to reinforce a made-to-last message

4 LEAN INTO INTENTIONAL LIVING & REPAIR

Embrace slow living, leverage DIY & repair, and recycling initiatives Over 1 2 million TikTok videos use #Repair, with young creators sharing DIY fixes and mending tips Tap into this movement and build brand loyalty by offering in-store repair services