With the rise of trends like “underconsumption core” online and the general growing disdain towards fast fashion, consumers are looking towards vintage as the solution. Cities like Toronto are full of carefully curated vintage stores and markets offering a variety of good from handbags to home decor—you can truly find something in every category. As we get further into 2026, second-hand shopping continues to grow in popularity more than ever. Whether with a goal of a more unique wardrobe, the love of the thrill of the hunt, or simply following the trend, general buying habits are shifting towards sustainable solutions. We caught up with three seasoned vintage shop owners on what exactly keeps their customers coming back for more.

Britt Rawlinson, Founder of VSP Consignment

Left: Photo by Tessla Stuckey, Right: courtesy of VSP Consignment.

Do you get a lot of repeat customers, new customers, or a mix of both? 

“I think we’re very fortunate to have a strong mix of both. Our repeat customers are the backbone of VSP. Many have been shopping with us for years and have a deep connection to our store and our team. At the same time, we are constantly welcoming new clients, both locally and internationally, who discover us through word of mouth or online. That balance keeps things exciting and reinforces the sense of community that we’ve worked really hard over the years to build.”

What is the main reason people tell you they choose to shop vintage over new? 

“Most people tell us it’s about finding something truly unique. Vintage and consignment pieces have character, history, and craftsmanship that is hard to replicate. There’s also a growing appreciation for quality. Our clients love investing in timeless luxury pieces that hold their value. Sustainability can also play a big role too, shopping vintage allows people to make more conscious fashion choices.”

Why, in your opinion, do you think vintage shopping is more popular in 2026 than ever? 

“I think vintage shopping has always had a strong following, but it’s definitely becoming more mainstream as people rethink how and why they consume. There’s a lot more awareness now around sustainability, overproduction, and the impact of fast fashion. At the same time, personal style is really having a moment. People want to feel authentic, stand out, and not just follow trends. Vintage, especially rare designer and archival pieces, feel like a new kind of luxury because it’s rooted in craftsmanship, history, and scarcity. That exclusivity and true one-of-one aspect has made vintage shopping a go-to for celebrities, stylists, and international clients who are looking for pieces that you can’t find or recreate today.”

Why did you choose to open your own vintage shop? 

“VSP was inspired by my mother’s consignment store, Vespucci, which she opened in Calgary in 1986. Growing up in that world gave me a deep appreciation and understanding of fashion and consignment, along with the education and confidence to take the next step. Opening VSP in Toronto felt like a natural evolution for me and a way to honour that legacy and create something here. I wanted to build a space rooted in community, sustainability, and a genuine love for fashion and I do feel that’s what we have built with VSP today.”

Alex Dacosta, Founder of Smoking Vintage

Photos by Katty Cybulski.

Do you get a lot of repeat customers, new customers, or a mix of both? 

“We have lots of repeat customers, many had been shopping with us for years before we opened a brick and mortar storefront. Now that we have the storefront however we get new customers coming in all the time.”

What is the main reason people tell you they choose to shop vintage over new? 

“We hear a few things most often. First is that the quality of vintage items is much higher than new items (this is true, even for vintage items from mall brands). Second, that they want something more unique, especially for special events. Finally, that the price is better than buying things new.”

Why, in your opinion, do you think vintage shopping is more popular in 2026 than ever?  

“I would say it’s partly due to vintage being better quality, which translates into more than just how long the garment lasts. Better quality means the materials are more flattering, the cuts lie better, etc. There are also not a ton of unique clothes available from new brands so people prefer vintage as there are so many varying styles and cuts not readily available in stores. When people find one special piece, they identify with it more strongly than an item that was mass produced/they see all over the mall, internet, etc.”

Why did you choose to open your own vintage shop? 

“I’ve been a life long vintage and second hand shopper. Since I was in high school I would sell items on my depop that didn’t work out for me, and this continued on through university. Years ago, a celebrity stylist used some items from me on one of his clients and she tagged me in an instagram post. My account gained a lot of traction after that so I did a pop up in Toronto once I graduated. I was just planning on clearing out my collection then getting a job in the field I went to school for, but it went so well so I’ve been doing it ever since. I didn’t actually set out to open a vintage store it just happened! It was probably for the best as I love my job and had an insane shopping addiction.”

Julie Yoo, Founder of I Miss You Vintage

Photo courtesy of I Miss You Vintage.

Do you get a lot of repeat customers, new customers, or a mix of both? 

“We’ve been around for over 20 years so have lots of regulars, but still get so many people coming in and saying they didn’t know we were here. I love how new audiences are continuing to discover us.”

What is the main reason people tell you they choose to shop vintage over new? 

“We get everything from budget conscious shoppers—you know the savvy ones who are drawn to finding gently pre-owned finds (even current season) at a fraction of the cost. To those who are looking for one of a kind gems from past seasons and eras.”

Why, in your opinion, do you think vintage shopping is more popular in 2026 than ever? 

“Shoppers are more conscious about not being wasteful and shopping vintage is the perfect way to participate in cyclical fashion. Also, for those who don’t want cookie cutter looks from what the mall currently has to offer, the resale market offers a wider selection of one of a kind choices. Shopping vintage stores and markets to carefully source individual pieces takes thoughtfulness and time. It’s a badge of fashion connoisseurship to wear outfits from your carefully curated vintage wardrobe.” 

Why did you choose to open your own vintage shop? 

“I’ve always been obsessed with fashion history and when I was a student on a budget, I found myself building my wardrobe from vintage items from past decades. I absorbed everything I saw in fashion magazines, old films, museums, and Fashion Television! My hobby of thrifting, scouring antique shops, and following auctions led to opening a physical store in 2005 and now 20 plus years later I look back and feel fortunate that I’ve made a career out of doing what I love.”

Feature image courtesy of VSP Consignment.