‘On a whim and a leap of faith’: Online thrifting becomes a full-time job for some resellers in Hamilton

When Katie Brennan drops a new collection of used goods on her Instagram thrift shop, the pieces are almost always sold within minutes.

Her followers rush to comment and lay their claim on an item that catches their eye - whether that be a vintage crew neck made for the cottage or a set of old Pyrex.

Brennan started the Hamilton-based Middle Child Vintage last September and has since amassed more than 3,500 followers.

At the beginning, it was just a side gig for Brennan, who was working in the service industry. But last month, that changed - the shop has since become her full-time job.

It was kind of on a whim and a leap of faith," she said, noting success and support played into her decision. But then I just realized I loved doing this every day ... and everything has worked out with the shop."

Brennan is just one of dozens of vintage resellers in Hamilton that operate shops on Instagram. Some sell mid-century modern furniture and vintage clothing, while others specialize in kitschy tchotchkes and antique home goods.

The community is part of a growing trend on social media that gained speed during the pandemic, which shuttered thrift stores and antique malls for months at a time and drove more consumers online.

Middle Child Vintage isn't the only new shop on the scene to see success.

Avi White, who runs New New Vintage, also started selling vintage clothing on Instagram last October.

At first, her pieces were coming directly from her closet to help her drum up some extra cash, as she too had been laid off from the hospitality industry.

But once White could get back into thrift stores, her business accelerated - driven by a love of thrifting and inspiration from her sister, who runs Third Eye Vintage. She has also gained more than 1,100 followers since launching.

This past June, White also made the decision to make it her full-time gig, giving her an out of the industry she had worked in for two decades.

And earlier this month, she and Martyna Domurad, who runs Thrifty Apartment, opened up a short-term pop-up shop at 110 George St. in Hess Village.

The curated space, located in the Church 444 building, hosts both White's and Domurad's shops, BrokeN Grown-Up Vintage, Regal Flare, as well as a handful of other local makers.

It's the first real solid step for an idea that I've had for quite awhile," said White. If that pandemic hadn't hit, I don't know if I would have had enough guts to leave that career behind and try something new."

But why has the demand and interest in thrifting grown?

Grace Kuang, youth co-ordinator for the McMaster Sustainable Development Goals (SDG) Hub said it's a combination of factors, including people choosing more environmentally friendly ways to shop and a declining stigma around preloved clothing.

Kuang said consumers are also becoming more aware of the issues within the fast fashion industry, such as low wages, poor working conditions and its impact on the environment - the fashion industry is one of the world's largest polluters and consumers of water.

I think more and more people are recognizing that this system exists ... and consumers are changing into activists," said Kuang. (They're) asking ethical questions."

Those points were echoed by the resellers, who have also heard from customers that online thrifting allows them to shop more sustainably without hours sifting through racks of clothing.

They love the uniqueness of items and the environmental impact," said White. Except they don't have the time or patience to go through thrift shops for hours."

Brennan said a majority of her customers are moms with young children that can't fit thrifting into their busy days, but love the mission of second-hand" and tend to be repeat customers.

Domurad said the demographic that's thrifting has also shifted.

When I was younger, I wouldn't see anyone my age at the thrift store," she said. Now I hear about my co-workers' younger siblings going to the thrift shop after school to pick out outfits."

But the increased demand for used clothing has also had a downside, noted Domurad.

Years ago, White could come home with T-shirts that cost less than a dollar apiece, but prices have since started trending upward, with basic tops costing upwards of $9.

Those price increases have made second-hand clothing less accessible for those in need, said Domurad. The cost of clothing has jumped across the board - regardless of the quality or condition of an item, added Brennan.

To combat that issue, Brennan has started a program within her shop where she accepts donations of items considered to be fast fashion and will price them anywhere from $1 to $5.

For every bag donated, Brennan said she will pledge $5 to a local shelter in Hamilton, while those who donate clothing will get a coupon for her shop.

But the growth of thrifting has allowed all three of the resellers to do what they love, while building community.

It's been the most rewarding year of my life," said Brennan.

Fallon Hewitt is a Hamilton-based reporter at The Spectator. Reach her via email: fhewitt@thespec.com