Secondhand as a Gen Z power move in Vienna

Do you know that feeling? You go to a cafe, a lecture, or a club and immediately see three people wearing the same fast-fashion t-shirt as you. Situations like these have changed fashion trends. Secondhand clothing is no longer a last resort, but a real status symbol and the ultimate fashion “flex” for Gen Z. The Viennese street style scene shows this change very clearly.

What was once only a niche hobby for a few fashion enthusiasts is now clearly mainstream. According to a recent study by PwC, 70 percent of Gen Z and Millennials in Europe, including Austria, already buy secondhand products. In 2023, it was 51 percent.

But Gen Z doesn’t just buy secondhand; they also actively sell their own used items. 67 percent of young people from these generations have already sold their own used items. Why? For 72 percent, the low price is the main reason, but sustainability and environmental awareness are becoming increasingly important. 14 percent cite only ecological reasons as motivation. Overproduction, harmful materials, and fast fashion are losing importance, and the search for that one special item now feels like a treasure hunt.

Anyone walking through Vienna today quickly notices how the city is changing: Mariahilfer Straße, as a classic shopping street, is losing importance. Empty stores are increasingly common, and it’s clear that consumer habits are changing. Large fast-fashion stores attract fewer young people, and traditional brick-and-mortar stores for shoes and clothing are struggling because many prefer to shop online or seek unique shopping experiences.

Just a few streets away, the scene is completely different: In the 7th district, around Neubaugasse, there’s a fresh, new energy. The street has become the center of a trend – moving away from mass production and disposability, towards individuality, quality, and authentic shopping experiences that bring people together and create a community. This shift towards more sustainable, independent, and vintage-oriented concepts is particularly evident here.

“iks.haus / AI-generated with DALL-E 3”

Perhaps the best proof of why secondhand is so cool today, and a good example of why it’s so popular and how to build a modern brand, can be found at Neubaugasse 67: EPD Market, short for “Enjoyment Per Day.” This store perfectly caters to the tastes and desires of the new generation. In early 2023, EPD Market started completely digitally, exclusively as an Instagram shop. After building online hype and creating a community, pop-up events were held in Vienna galleries. In November 2023, the project finally moved into a permanent location of 250 square meters in the 7th district.

It’s also interesting to note that the large, open space used to be a regular supermarket. Today, carefully selected Y2K fashion, authentic 90s pieces, trendy sportswear, and special designer items are displayed in the old shelves. However, EPD Market is more than just a store – it’s a meeting place for the community. In addition to clothing, there’s a bar for drinks, handmade ceramics, and spaces for pop-up stands by local artists, independent designers, and food projects. This transforms shopping into a social event and a gathering place for Vienna’s creative scene.

Generation Z uses fashion today as a language to express who they are, where they belong, and what they stand for. In a world where you can order a cheap copy with a single click, secondhand fashion shows that you have style and values. Sociologists call this “visible sustainability.”

Instead of flaunting an expensive, new item with a large designer logo, which many young people today consider outdated or boring, the new status symbol is a special, high-quality, and rare vintage piece. Such an item has its own history, has lasted for decades because it is made of good materials – and, above all: by buying it, you are not causing additional harm to the environment.

Finding such an item among crowded racks requires time, effort, instinct, and a good eye. This ability, this “thrill of the hunt,” is highly valued today. While fast fashion is cheap and readily available, vintage items give you a special feeling of authenticity, style, and uniqueness that simply cannot be mass-produced. For Gen Z, this is currently the only fashion statement that truly makes sense.

iksHaus | KI-generiert nach redaktioneller Konzeption, 2026

“iks.haus / AI-generated with DALL-E 3”