Is thrifting true sustainability or just online show?

Thrift shopping once meant sustainability, but has it turned into a curated online aesthetic chasing likes and trends?

When thrift-store culture first started trending online, it felt like a breath of fresh air — a rebellion against fast fashion and overconsumption. But lately, scrolling through TikTok “thrift hauls” makes me wonder: is this really about sustainability, or just another way to flex individuality under the spotlight of social media?

I’ll admit, I love the thrill of finding a $5 vintage jacket or a pair of retro jeans that fit like a dream. It feels creative — like you’re giving something a second life. But somewhere along the way, the meaning shifted. Thrift shopping, once about reusing and reducing waste, became an aesthetic — the “cool girl” version of minimalism, curated for likes and comments. Don’t get me wrong: there’s real value in secondhand culture. It encourages recycling, slows the fashion cycle, and celebrates uniqueness. But the performative side is hard to ignore. When influencers buy bulk just to film “hauls” or resell items at triple the price, it contradicts the whole idea of conscious consumption. And for low-income communities who rely on thrift stores for affordability, rising prices make sustainability feel like a privilege.

Still, I think the heart of thrifting isn’t lost — just blurred. Maybe it’s not about choosing sides between “authentic” and “performative,” but about intention. Are you buying to express creativity and reduce waste, or just to prove your aesthetic online?

In the end, thrift-store culture mirrors Gen Z itself — bold, expressive, aware, but also caught in the loop of validation. The real challenge isn’t finding vintage denim; it’s finding balance between being real and being seen.