How Gen Z is making thrifting cool

For Delhi-based Monika Thakur, thrifting has completely changed the way she shops. She describes it as the perfect mix of street shopping and browsing branded websites. “What excites me most is the thrill of the hunt. You need a good eye for style, and there’s usually a sense of urgency, because if you wait too long, someone else might grab that one-of-a-kind piece. The variety is endless and totally unpredictable. I could be sitting in Delhi and still find clothes originally sourced from a Bangkok market,” she says.

Gen Z is redefining fashion through thrifting and sustainable shopping. According to a recent trend report, searches for ‘dream thrift finds’ among this generation have risen by 550%, cementing secondhand style as one of today’s trendiest statements.

Experts note that Gen Z isn’t anti-designer; they’re anti-waste and anti-inauthenticity. Thrifting is seen as a meaningful lifestyle choice rather than a passing fad. “This generation has grown up witnessing the climate crisis unfold in real time, and they’re rejecting the mindless consumption that defined previous decades. Gen Z has made sustainability aspirational,” says Chandan Allen, fashion designer and founder of an apparel brand.

By embracing secondhand fashion, Gen Z is making sustainability both stylish and smart.

• ​Searches for dream thrift finds have skyrocketed by 550% among Gen Z on the social media trend platform
• Searches for vintage fall aesthetics are up 1,074%, and for men’s thrift outfits have grown by 31%
• Searches for thrifted kitchen ideas and thrifted décor have soared by 1,012% and 283%, respectively

(as per Pinterest trend report)

Gen Z's obsession with thrifting

Monika (25) says, “Thrifting is one of the most creative ways to express your personal style because you're not limited to what's trending in mainstream stores. It’s fashion freedom at a nominal cost.”

She adds, “Thrifting has become a huge part of our generation's lifestyle, especially among college students who want to look stylish without overspending. Now, it's more than just shopping; it's a culture, a community, and a way for Gen Z to connect over creativity, sustainability, and individuality.”

Mumbai-based Arfhhaa Pandayan (22) says, “My love for thrifting is about exploring and understanding fashion deeply, not following trends. Supporting it early makes sustainable, pre-loved clothing accessible, normalising thoughtful, responsible, and meaningful fashion.”

Designers embrace Gen Z’s sustainability waveTiara Dhody, jewellery designer, says, “Thrifting is a stylish, creative, and sustainable way to breathe new life into fashion. I design jewellery with intention, using recycled silver, old stones, and mindful techniques. Gen Z’s love for honest, sustainable design inspires me to create pieces that embody both beauty and responsibility.”

Does social media influence thrifting?Pandayan says, “To be honest, social media doesn’t always capture what thrifting truly represents. Platforms like Instagram often prioritise aesthetics—how secondhand pieces look—over their purpose or story. We live in an age driven by show-off culture, where appearances often matter more than awareness. The real beauty of fashion, to me, lies in authenticity, not in how new or expensive something is.”

"Thrifting isn't about compromise anymore; it's about curation, storytelling, and individual expression. They understand that true luxury lies in uniqueness and provenance, not just price tags," says Chandan Allen, fashion designer and founder of an apparel brand.

"I believe trends like Y2K were brought into the Indian scene largely through thrift pages and stores. So for many of us, thrifting isn’t about escaping the pressure of trends; it is the trend," says Monika Thakur, Gen Z.