The resurgence of vintage apparel among Japan’s younger generation marks a significant shift in consumer preference within the nation’s thriving fashion industry. Young buyers are increasingly drawn to unique, one-of-a-kind pieces that embody both history and individuality, propelling the secondhand market to new heights. Retailers report that demand for items from the 70s, 80s, and 90s has steadily climbed, fueled by social media trends and an amplified awareness of sustainable fashion practices.

This growing enthusiasm has also sparked innovation and adaptation within the marketplace. Secondhand sellers have embraced digital platforms to create immersive shopping experiences, allowing customers to explore curated collections online. A recent study highlights key factors behind this trend:

  • Environmental consciousness: Youth consumers prioritize…