Written by Precella Ishac
24 May 2025
In an era of mass production and throwaway trends, one thing is clear: vintage is no longer a niche — it’s the future. With sustainability on the rise and Y2K fashion making a comeback, curated second-hand boutiques are leading a quiet rebellion against fast fashion.
I remember opening my mother’s old suitcase from the 2000s, the scent of aged leather and the glint of old metal zippers transported me to a moment back in 2021. It was a treasure chest from the early 2000s with a touch of dust, low-rise jeans, beaded bags, kitten heels, and more forgotten relics of another era suddenly reborn on TikTok.
2020’s bringing back the 2000s
Vintage fashion remains in high demand – with people wanting a slice of history as much as reducing the need for additional landfill and posting it on social media.. Since the start of the new decade, the rise of sustainable fashion has skyrocketed in the best possible way. The last few years have played a turbulent part in the resurgence of vintage and second-hand culture. Since 2020, there has not been a great year for clothes — not new clothes, at least.
Vintage fashion became an adrenaline rush; the idea of finding something no one else had was something I did not know I needed.
Over the past five years, sustainable fashion has gone from a niche to a necessity. With clothing resale growing 21 times faster than traditional retail.
Amongst the rise of second-hand shopping, there was the rise of curated second-hand shops both in person and online. One of the names making waves is Jamdrobe. Known for its carefully selected early 2000s drops, the store has built a 20,000 following among fashion-forward consumers who value individuality over mass trends.
“Sustainable fashion, in Melbourne in particular, is growing rapidly, and being seen wearing fast fashion is increasingly becoming taboo and frowned upon,” says Jamdrobe owner Jami Groves.
What is Fast Fashion?
Slowly, the fast fashion industry is emerging as the leading issue impacting the environment. According to Earth Org’s article The Environmental Impact of Fast Fashion Explained by Rashmila Maitti, the sector is the second-biggest consumer of water and is responsible for about 10% of global carbon emissions - a major contributor to why many people have pivoted their focus to shopping sustainably.
The term refers to “cheaply produced and priced garments that copy the latest catwalk styles and get pumped quickly through stores to maximise on current trends,” Maitti says.
This is why the shift to a more ethical approach matters more than ever.
What I didn’t realise was that stepping away from fast fashion consumption and diving into thrift culture was my entry into a growing movement in Australia’s fashion scene.
The Shift
Research by Veronica Baena says that “sustainable fashion was hardly supported by customers at first,” stating that change only started with anti-fur campaigns in the 1990s and nowadays.
The recent revival driven by the digital age of social media and 80% of under-30s — the consumer shift recognises a broader understanding of what it means to be socially responsible and how important it is to acknowledge sustainability in one's daily life.
Many consumers who were previously purchasing clothing brand new from the brands they wore are now excited to wait until they find the exact piece secondhand, at a fraction of the cost.
Nadia, an employee from Reunion Store in Newtown, a pre-loved designer boutique, has given her take on this after witnessing the change firsthand.
“With how much clothing is already in circulation, it is entirely achievable to find anything you're looking for without purchasing new. Many customers have also found that being able to source a piece they were searching for via second-hand shopping is much more satisfying, as it requires some dedication, which pays off in how much money is saved and with the knowledge that their purchase is less, so contributing to environmental damage and textile waste,” she says.
At the age of 22, I never meant to start a brand. I just wanted to share the pieces I found with people who got it. Because of the shift, I was able to create an online sustainable boutique called Visuel Studios.
Visuel Studios
For me, thrifting became a hobby, the kind someone overdoes. After collecting about fifty vintage bags, I thought the best decision for myself was to sell the bags I did not need and buy new ones with the money. It became a way for me to rotate and continue to have different bags for different outfits. So, I started Visuel Studios on Depop.
Depop is an internationally recognised resale marketplace. It is where “anyone can buy, sell, and discover desirable, affordable secondhand fashion,” their website says.
From there, selling over 400 items in a year, the capacity grew, and so did the demand. The launch of an official website was needed, and by 2023, visuelstudios.com was born. A rare female-owned and operated sustainable online boutique selling secondhand bags, accessories, footwear, and apparel items nationally and internationally from Western Sydney.
Visuel Studios has now become a go-to destination for many people who invest their money in vintage, secondhand pieces.
Brown is a regular customer who has been curating her wardrobe since 2018 and now waits for VisuelStudios to drop new items weekly to continue looking ‘fresh’.
“Thrifting has definitely become more popular with social media, but I have been doing it since my year 12 formal in 2018. Since then, it has kept me looking fresh by thrifting in Newtown and now online at places like Reunion Store, Mutual Muse, and of course Visuel Studios,” she says.
In May 2025, Visuel Studios became my main source of income. I could never have dreamed of this. Growing one follower at a time to reaching 3500 followers and a feature in 2025’s Australian Fashion week, by an influencer wearing a blue fluffy bag she spent her own money on at the Carriageworks event.
Image: VisuelStudios (bag) worn at Australian Fashion Week 2025. Source - @afcaustralianfashionweek via Instagram, Influencer: Rachel Johnston.
The Challenges
In the mists of pro-sustainable fashion in the fashion industry, a number of second-hand fashion influencers are receiving backlash for insensitive comments made at the Australian Fashion Week events in May.
Influencer @bunnyyassy, known for her thrift hauls and second-hand styling, was asked during a VOXPOP ‘What is one thing you would change about the industry?’ and her response received major criticism from social users.
“Throw fast-fashion in the bin, stop buying fast-fashion. I hate that and I hate trends,” she says.
Social users commenting and making videos on TikTok, responding to her statement with claims of judgment, insensitivity, privilege, and pretentiousness.
Why? Well, because people are not able to afford good quality second-hand pieces due to price hikes, size shortages, being plus-sized, and low income earners.
Jami Groves gives an insightful take on this, stating that while it is important for the environment and businesses, she also recognises that it can negatively impact those who are financially struggling or not able-bodied.
“Personally, I believe that if you’re in a position to choose sustainable fashion, it's a great option. But I don't think anyone should be shamed for not doing so. It's simply not possible for everyone,” she says.
As a sustainable business owner, I recognise both the takes and personally, striving for inclusivity is key for any business. Selling accessories, which means ANYONE can rock an affordable monogram Coach Shoulder Bag by shopping at Visuel Studios.
What’s next?
According to the article ‘The Rise of Sustainable Consumption, in 2023, the Australian sustainable resale market was valued at 60 billion dollars AUD and is expected to continue to grow annually by 4%.
It is evident that the future of second-hand shopping is at its all-time peak and will continue to grow as more people become aware.
In Australia, the rise is becoming more of a mindset shift that is choosing to thrift a bargin rather than buying something new, and just simply supporting small businesses rather than fast fashion — it is conscious decision making that seems to be sticking to the country's fashion scene.
As someone who is still growing their second-hand boutique and is excited for the future of it. The best decision I have made was shifting to sustainable fashion. And with my journey, I will continue to advocate for the continuity of sustainability in fashion, especially with Visuel Studios.
For customers, it is more than fashion, it's a way of life that will continue as well. Like Vas Barbounis says, it is motivation.
“Owning something that has been cherished and cherishing it, is personal motivation and a story things carry through wear and alterations.”