Vintage and Upcycled Fashion Boom as Gen Z Shops Sustainably This Holiday
Second-hand and upcycled fashion is gaining popularity this holiday season, especially among younger shoppers. Stores like Fashion Nova in Grand Rapids, Michigan, are seeing increased demand as Gen Z and Millennials turn to vintage and repurposed clothing for style, affordability, and sustainability.
Caleb and Tina Larabel Straight, co-owners of Fashion Nova, have been collecting and selling vintage clothing since 2012. They opened their downtown Grand Rapids store just 18 months ago as interest in upcycled fashion grew. Their shop specialises in vintage and upcycled streetwear, catering to buyers who value unique, long-lasting pieces.
The trend isn’t limited to local stores. National survey data shows 63% of Gen Z shoppers plan to choose resale or upcycled products this holiday season. Financial savings and environmental concerns are driving the shift, with 65% of Gen Z and 62% of Millennials planning to spend more on second-hand items than last year, according to 2025 Mastercard shopping data. Fashion Nova is preparing for the holiday rush, offering both in-store and online shopping. Their website ships nationwide, meeting the demand for sustainable fashion beyond Michigan. Nearby, Trash to Treasure, another upcycling-focused business, also reflects the growing market for repurposed goods. The appeal of vintage clothing lies in its durability, particularly items like 1990s made-in-USA cotton, which often outlasts modern fast fashion. Since the COVID-19 pandemic, the value of upcycled and vintage pieces has surged, with some items now selling for four or five times their pre-pandemic price.
The holiday season is boosting sales for upcycled and second-hand fashion, with younger buyers leading the change. Stores like Fashion Nova and Trash to Treasure are meeting demand by offering both in-person and online shopping options. As sustainability and cost-effectiveness remain priorities, the trend is likely to continue beyond the holidays.
