“There’s something Australia can learn from the way the Japanese value fashion in an ongoing way into second and even third-hand lives,” says fashion academic Dr. Alison Gill from Western Sydney University. “In Japan, it’s completely normalised that second-hand fashion is fab — not second-best.”
Written by Precella Ishac
25/08/2025
A visit to Tokyo in search of fashion doesn’t just lead to department stores or fast fashion strips; it leads to backstreet thrift stores, curated consignment shops, and vintage boutiques filled with rare gems.
In the Ginza district, racks of gently used Comme des Garçons, Issey Miyake, Vivienne Westwood, and other high-end labels sit proudly on display, cared for and priced not as "cheap finds" but as cherished items.
SECOND HAND SHOPPING IN TOKYO, JAPAN - IMAGE BY PRECELLA ISHAC
This cultural reverence for pre-loved clothing stands in contrast to Australia’s second-hand scene. While vintage shopping has gained momentum, especially among younger generations, the cultural perception is still evolving.
In Sydney, you’re more likely to find second-hand clothes either heavily marked up or tucked away in charity shops, rarely treated with the same prestige seen in Japan.
Japan’s embrace of second-hand fashion traces back to the 1990s ‘Lost Decade’ of economic stagnation. Digital newsletter Bandana says, it was during this time that thrifting became a way of life, with locals hunting for bargains while maintaining style. A habit that gained international attention, with everyone wanting to go thrifting in Japan.
Dr. Gill, who reviewed a Kyoto fashion exhibition, Dress Code: Are You Playing Fashion?, says that this philosophy comes from seeing fashion as a form of play.
“It’s about personal styling, not just following trends, and that easily opens the door to sustainable choices,” she says.
Australia may be catching on. A 2025 Euromonitor report on consumer behaviour found that 56% of Australians say they are considering increasing their second-hand shopping, yet only 25% do so regularly. The interest is there, but the shift in mindset is still underway.
The push is there with local councils like Parramatta, who have already adopted campaigns like “Second-Hand Isn’t Second Best” to change public perception. And for many fashion-conscious Australians, second-hand fashion is no longer just about sustainability; it’s about originality.
If Australia can follow Japan’s lead in seeing second-hand fashion as an expression and not as second best, there is a chance Australia can reach the same level.