Ghanaians are taking on the global fast fashion industry and reselling old western clothing in ‘vintage” sales.
You can see young men and women in Accra, Ghana’s capital. They trade Pink Floyd, Grateful Dead tie dye T-shirts, military surplus jackets, and Adidas sneakers.
Prince Quist and James Edem Doe Darey, the founders of Vintage Gala, said they have created a movement of young fashionistas to inspire their peers to shop.
Prince, 23, stated, “If clothes are worn back in the day… you are helping the environment by avoiding raw materials needed to make new clothes.”
James, also 23, said that the idea was to encourage everyone to be frugal, as second-hand goods don’t have to be second-rate.
“Vintage shopping makes recycling even better.”
Each week, Ghana receives approximately 15 million used clothes from China and Western countries. Items are often sold in bulk and at lower prices, with questionable quality.
According to the Or Foundation, approximately 40% of products end in huge urban landfills.
Prince and James, however, comb Kantamanto’s largest African clothing market, several times per week, in search of gems to resell on Instagram.
They believe that second-hand fashion not only reduces fashion’s environmental impact but also allows their customers and them to express unique styles that are very different from the current trends.
Their message is simple. Buy used, make an impact.
Myra Davis, the creator of Vintage Gala, said that she wanted to end the notion that you only wear vintage if you’re poor or that you only wear thrift if you have the money.
It has been around for years. It’s not a good idea to go out and produce more when there is already enough.
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