The Art Of Instagram Thrifting
Thrifting: generally defined as the purchase of secondhand products such as clothing, accessories, and other items for use by a new consumer. Yet, the rise in thrifting among Gen Z has transformed the concept into an admired social practice, an opportunity to find unique items and to break the expectations of the standard fashion industry.
Thrift stores were originally meant to serve as sources of clothing or merchandise for those at lower income statuses, or to fund nonprofit organizations and their projects. A large number of individuals depend on thrift stores as a much more affordable way to obtain necessary goods. Additionally, many college-aged entrepreneurs pursue reselling as a means of supporting themselves financially. However, it’s also important to acknowledge the implications of the practice in terms of access and privilege. Though there may be controversy surrounding the idea of reselling, the growing number and influence of these small businesses cannot be denied.
This reselling shopping method is no longer limited to the physical confines of a store. Our generation has taken full advantage of the benefits of using social media sites for online reselling, a cultural trend that is especially prominent on college campuses. This choice to utilize sites like Instagram reflects the shift towards low-contact business models that have been developing over the last two years due to health concerns. In 2019, Instagram was the most popular social media site for Gen Z in the US, and during the COVID-19 pandemic, the platform became an essential tool for communication and connection, reinforcing its cultural influence in our modern society. This easy-access platform has facilitated the growth of student entrepreneurship in the apparel industry. Now, scrolling through Instagram on any given day, maize and blue clothing fills my feed as apparel accounts run by U-M students promote their items for sale.
These accounts have become a staple of campus culture. Some, like @umichapparel and @umichcloset, have garnered a significant following, promoting this push towards vintage clothing while simultaneously establishing thriving businesses.
Abby Miars, operator of @umichapparel, saw the opportunity to merge her love of thrifting, fashion, and sustainability when creating her online brand.
“When I came [to U-M], I had absolutely no Michigan gear,” Miars said. “So I started printing logos on t-shirts for myself, and I made a few for my friends, and they told me I should try and sell them. I figured out really quickly that you can't sell anything with the printed [Michigan] logo on it because the block M is trademarked… But I'd always loved thrifting since I was in like eighth grade, when I started going regularly for fun. So I just went thrifting for myself and I found so much stuff that I kind of combined those two ideas.”
@umichcloset founder Nori Claire Pham created her online resale shop amid the pandemic, hoping to earn an additional income for herself while other employment options became more difficult to obtain.
“I decided to start this business during the pandemic because I just really needed money but could not find a job for the life of me so I decided to make my own job,” Pham said. “I figured online, specifically Instagram, would be an ideal platform especially during the pandemic. I definitely considered making a website to allow customers to purchase but I felt Instagram was a much more accessible platform where customers could contact me directly.”
Both accounts carefully select their items based on what would be most popular among U-M students, tracking current trends and drawing on their own styles to secure the best products. The @umichcloset Instagram biography declares that the account is “Celebrating old, unisex items with a story,” giving new life to clothes that might have originated in a different region, or a different age.
“All of my pieces that I pick are vintage, which means they could be owned by many different people before me,” Pham said. “I really love this idea because a lot of my pieces travel thousands of miles to get to their new owners or they are dated back from the ‘90’s. Each piece really is unique.”
Miars’s success with selling her own vintage products online has pushed her to launch other business initiatives. In addition to putting products on Instagram for sale, Miars conducts in-person pop up shops for bulk items, partners with local Ann Arbor businesses for events and promotions, and is currently working on developing an account ambassador program. The wildly successful pop-up shops started in Miars’s own backyard, but have now been held at notable locations such as Good Time Charley’s and The Standard. Her account’s popularity continues to increase, her follower count at 3,320 with over 3,000 products sold, which to Miars is “3,000 things that… could be in a landfill somewhere.” Instead, hundreds of U-M students are given the opportunity to incorporate her finds into their own closets.
“When I started it, I did not have any expectations,” Miars said. “I didn't even know if I was gonna continue it. I never would have thought that it would get to this point. Yeah, I'm the one that's consistently posting stuff, selling stuff, building this brand. But it kind of just shows me the power of social media because it's just an account and all these people know about it now… And that's on all the people that have bought from me. Because obviously that wouldn't have been possible [without them].”
According to Pham, the incorporation of vintage U-M products to the social media scene not only promotes the accessibility of thrifting, but also bridges the gap between countless generations of Wolverines.
“It is such a thrill to see students in classes, game days, on the Diag wearing items they have bought from me… I’ve definitely had lab partners and classmates wear my pieces without knowing I’m the one that sold it to them,” Pham said. “I think these accounts, including myself, definitely contribute to the spirit and the name of U-M… I try to preserve and continue the prestige of the university through my pieces.”
Whether to find rare clothing items, to shop with greater environmental consciousness, or to connect to the history and culture of our school, thrifting is an appealing practice for many U-M students. Though there is some debate on the ideals behind reselling, there is no doubt that it has had a great influence on product demand and shopping methods, especially among Gen Z consumers. The shift to social media reflects the changing nature of consumer culture in an age defined by both technological advancement and a fascination with bygone eras. Operators of online thrifting accounts are actively embracing these societal transformations, embedding their brands into the UMich lifestyle.