A Smart Shopping Guide on Vintage Investments

Gregory P. Daily

Nearly every fashion editor I know has a story (or several) on unearthing a vintage gem. Mine is sourcing a classic Burberry trench coat for just over £100, a jacket I’m convinced managed to land me my job at Who What Wear. One colleague managed to snap up a gorgeous Valentino blouse for £30, and another found a checked Aquascutum jacket that fitted perfectly for a mere 15 quid. I’ve spent many years trawling vintage fashion shops, and it never fails to give me joy. Even now, when shops remain shut, I enjoy looking through online sites to find hidden second-hand pieces.

But vintage shopping is no longer the pastime for those of us who have the patience to go through hundreds of pre-loved garments. Resale fashion is having a resurgence, and 2020 was unlike any year we’ve seen before. According to the Business of Fashion, “Before the pandemic

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How to Find the Best Vintage Pieces, According to a Secondhand Expert

Gregory P. Daily

Here at Who What Wear UK, we’re all about delivering the latest and greatest shopping edits, as approved by our team. That’s why we’ve created The Joy of Shopping, a shopping column which will see me, Joy Montgomery, discussing the brands, buys, and ideas that are preoccupying my mind this month—think homewares, outerwear, and everything in-between. Is there something you’d like me to cover? Make sure to tweet or Instagram me your requests!

Like any good subculture, the vintage fashion community is one that has relished its point of difference to the rest of the world. It is a bubble that has, historically, been occupied by thrifty art students, fashion editors and eco activists, and while there was a definite sense of pride in this corner of consumerism, it has meant that secondhand has been dismissed as “alternative” by many consumers who, understandably, have become drawn to the accessibility of

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How to Thrift for Vintage Clothing Online

Gregory P. Daily

Welcome to the age of re-commerce. It’s one of my favorite new terms.

Thrifting — indeed, the whole secondhand market — is probably going to be one of the biggest fashion phenomena of the 2020s, whether it takes the form of vintage shopping, upcycling or swap meets. According to a report from GlobalData Retail and thredUP, the secondhand clothing site, the market will grow from $28 billion last year to $64 billion by 2024.

The drivers are multiple: the growing cost of both designer fashion and independent fashion, in which companies can’t achieve any economies of scale; the environmental and human cost of

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I’m Taking a Zara Break and Shopping These Awesome Vintage Stores Instead

I’ll be the first to admit I’m a Zara devotee. But the thrill of finding a one-of-a-kind vintage piece that is unique is far more exciting than scooping up another Zara top. Vintage shopping is one of my favorite pastimes—my earliest (and fondest) childhood memories involve scuffling through racks of musty old clothes at the local secondhand store with my mother. It’s a shopping ritual I wholly believe led to my enduring love affair with fashion.

So today I wanted to share some of my favorite online vintage stores where you can find charming, pre-loved pieces that you can guarantee no one else will be wearing. Not only does shopping secondhand maintain individualism, but it also offers affordable access to designer heritage brands, it’s cost-effective, it favors quality over quantity, and it encourages sustainability.

Scroll below to see my favorite online vintage shops that range from Zara prices to

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