Thrifted, Timeless, and Totally Gen Z: Why South Africa’s Youth Is All In on Preloved Luxury

From Prada to Polokwane, Young South Africans are Ditching Fast Fashion and Chasing Second Hand Chic with Purpose and Pride.

Gen Z is flipping the script on what it means to be stylish in South Africa. Forget flashy new drops and overpriced mall displays — today’s youth are curating wardrobes that are personal, planet-friendly, and packed with character. The secret? Preloved designer fashion.

Across Joburg, Cape Town, Durban and beyond, you’ll find 20-somethings rocking vintage Louis Vuitton crossbodies, preloved Gucci sneakers, and second-hand Cartier timepieces — not as a budget option, but as a deliberate flex.

The Rise of Curated Cool

“Luxury is still in demand, but today’s shopper is in control,” says Michael Zahariev, co-founder of Luxity, one of South Africa’s leading resellers of authenticated pre-owned designer goods.

And that control looks different. Gen Z isn’t just buying brands — they’re buying meaning. They want fashion that feels authentic, with every bag, belt or brooch reflecting their identity and values.

“There’s a thrill in finding something iconic that doesn’t scream ‘I just walked out of the store,’” Zahariev explains. And it’s a thrill that’s catching fire in malls, markets, and Instagram feeds across the country.

Not Just a Trend But a Movement

While global sales of new luxury goods have slowed for the first time since 2009, South Africa’s resale market is thriving.

This is more than nostalgia or frugality. It’s about intention. Gen Z wants to own their style stories — and buying pre-owned means stepping into fashion history rather than chasing seasonal trends.

“We’re seeing shoppers from Pretoria to Polokwane proudly wearing pieces with history,” says Zahariev. “They’re creating their own luxury timelines.”

Sustainability is The New Flex

Fast fashion’s environmental cost is no longer a footnote — it’s front and centre. With the fashion industry responsible for nearly 10% of global carbon emissions, Gen Z is taking action in their own closets.

“Luxury is about endurance, not excess,” says Zahariev. “When you buy pre-owned, you’re investing in quality that lasts — and making a quiet, stylish statement against waste.”

More than half of Luxity’s clients resell their pieces later on, proving that circular fashion isn’t just smart — it’s stylish.

No Fakes, Just Facts

But with demand comes danger. South Africa isn’t immune to the rise of “superfakes” — knockoffs that are almost too good to be fake. These counterfeits often sit in a grey zone: just convincing enough to tempt, just dodgy enough to doubt.

That’s where authentication becomes key. “Our clients pay for certainty,” Zahariev says. “They want luxury they can trust.”

For Gen Z, trust is everything — especially when a fake Hermès can look real enough to fool even seasoned shoppers.

From Resale to Revolution

This shift isn’t just changing how South Africans shop — it’s rewriting the entire narrative of luxury. With verified platforms like Luxity at the forefront and a generation of conscious consumers driving demand, pre-owned designer fashion isn’t second best. It’s first choice.

And as Gen Z redefines what it means to be fashionable in 2025, one thing’s clear: the future of fashion in Mzansi is preloved, proudly worn, and perfectly personal.

Source:Citizen Online 

Read More: SAPS Seizes R66M in Counterfeit Goods in Bold Johannesburg Raid

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