Baku, August 25, 2025 — Over the past few years, Baku has seen a surge in the popularity of second-hand clothing stores. What used to be a niche shopping choice has become mainstream, attracting both older customers and a growing segment of youth. For some, these stores are a way to dress affordably; for others, they are a chance to create a distinctive, personal style.
The trend isn’t driven solely by financial need. Many young people see second-hand fashion as a statement of individuality and sustainability, tapping into the growing global love for vintage aesthetics.
Sociologist Valida Turan notes a clear divide in motivations:
“Low-income families usually choose second-hand due to financial constraints, while young people increasingly prioritize creativity and affordability. They value uniqueness and a sense of history in the items they buy.”
Despite hygiene concerns associated with used clothing, the demand for unique and storied pieces outweighs such worries for many young consumers. The appeal has even extended beyond apparel — pre-owned cosmetics, perfumes, and home accessories are now trending in local online marketplaces and social media.
Stylists and influencers have amplified this movement by promoting ‘autumn vintage aesthetics’, while themes like vintage kitchens and second-hand home décor have become social media sensations.
