Sustainable Fashion Thrives in Kashmir: Online Thrifting Revolutionizes Shopping

SRINAGAR: Junaid Ahmad, a resident of Central Kashmir’s Rawalpora of Budgam district, started his online presence on Instagram with “The Future Thrift.”

True to its name, the brand transformed Junaid’s Instagram platform into a thriving online business, promoting eco-conscious consumers and inspiring a new generation of thrift enthusiasts.

“I started our Instagram store to reach a wider audience and connect with the younger generation,” he explains.

On a mission to inspire brand awareness among the younger generation, he says “Being a fashion lover, we took this initiative to make the young generation brand conscious. We sell high-end brands like YSL, Woodland, and Alexander McQueen at cheaper rates. Our products are second-hand but are as good as new.”

Of late, Kashmir has seen a surge in thrift shops, and the trend is not confined to Srinagar alone. Different areas across Kashmir are witnessing a surge in online thrift stores, driven by a combination of economic necessity and a growing interest in sustainable fashion.

Once a rare sight in the region, these thrift stores are now mushrooming and have a vibrant presence on the Meta-owned social media platform Instagram. They are redefining shopping and fashion in the valley, offering unique, affordable fashion and style materials for fashion freaks.

Thrifting involves the purchase of second-hand clothes or items previously used and relinquished by the original buyer for any reason. This practice has gained popularity, encompassing the acquisition of pre-owned goods from thrift stores, shops, flea markets, vintage stores, sales, and similar outlets, collectively referred to as ‘thrifting.’

Inspired by the decades-old tradition of buying clothes from Kashmir’s iconic Sunday market at the Residency Road, where people storm the streets during the weekend in search of affordable and durable wear, digitally savvy youngsters are now blending thrift shopping with fashion consciousness and technology.

They not only offer a curated selection comprising branded goods, but they also make it easier for people to access these second-hand clothes via online doorstep delivery.

Many people, particularly the young, are turning to thrift stores to find quality items at affordable prices. Some consider reusing clothes as a way to save the environment rather than buying new ones.

This shift is particularly pronounced among the younger generation, who are more informed about the benefits of reducing waste and conserving resources through purchasing pre-owned clothing.

A survey conducted in 2023 revealed that over 20,000 consumers in India have started to consider the environmental impact of their purchases.

“Shopping at online thrift stores in Kashmir is such a great experience. I can find unique, high-quality clothes from big brands at prices that don’t break the pocket. It feels good knowing I’m helping the environment by reusing instead of buying new,” says Murtaza Gilani, a student of environmental science, who is a regular shopper.

Sahil, aged 34, is a thrift store owner from North Kashmir’s Kupwara district. His Instagram venture, “The Thrift Store,” has garnered a substantial following.

Sahil recalls, “I used to visit the Sunday market occasionally, digging through heaps of items to find a desired one. It was always exciting to uncover some good materials from the bulk. Being a high-end brand lover, those rare discoveries felt even more special.”

Explaining the complex process of procuring his collection, he says, “I don’t receive these clothes directly from the consignee. There is a chain of business by which these products reach us.”

Initially, we faced hurdles in engaging customers with the concept of buying second-hand clothes, but we kept going, and finally, we are seeing a boom in sales. Fashion lovers are now attracted to these high-end brands.”

The stock usually comes through the ports, mainly from Japan and Korea, following a chain of businesses connected to the Sunday market, he reveals

Purchasing second-hand goods was not the only challenge, says Sahil. “

Thrifting, often synonymous with second-hand marketing, has found favour, particularly in Kashmir.

A ThredUp report projects the global second-hand market to reach $350 billion by 2028, affirming that it is evolving into a global phenomenon.

“We have studied the second-hand market and resale industry for more than a decade,” the report reads. “It is clear that second-hand is becoming a global phenomenon that is not only changing the face of retail but steering in a more sustainable future for fashion.”

Nasir Hussain, a regular thrift customer, shares his perspective: “It’s not just about saving money; it’s about finding durable and unique pieces. I would have never thought of wearing internationally branded clothes. It has all become possible because of the thrift markets.”

“I will continue to explore these fancy branded clothes,” he adds,

This growing thrift culture in Kashmir is more than just a trend—it reflects changing attitudes towards consumption, sustainability, and style.

As more people embrace the joys of thrifting, these online stores are gradually reshaping the local retail landscape.

Junaid Ahmad, a delivery boy highlighted the impact of online thrifting buyers in Kashmir. “I deliver around 10 to 20 parcels daily; I think they find it more convenient to buy clothes at such prices”

“These newly established businesses have impacted us. We are forced to offer discounts, which affected our margin and profit in total,” says Ghulam Qadir, an experienced retailer in Srinagar

“The market is ever-changing, and we can’t say for sure what impact they might have in the long run,” he added.

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