The PURPOSE of the pre-loved garment

In a world geared towards convenience, it's easy to overlook the complications of shopping fast fashion. W&H chats to three women who are adapting the circular fashion model to their businesses, extending the life of pre-loved apparel and carving out a spot in SA's sustainable fashion market

- SAVANNA DOUGLAS

VINTAGE OBSESSION MEETS CIRCULAR FASHION

TAMSYN JADE

34, JOBURG

Tamsyn is founder of Dear Prudence Vintage, an online shop selling hand-picked, curated vintage garments.

'I've been treasure hunting for thrifted clothing for 15 years now! What first got me hooked was the thrill of picking out "that something special" from a rack and making it my own, breathing new life into a pre-loved garment from a bygone era.

'I'm not a fashionista by trade. I studied graphic design, and went on to work in advertising for 10 years before I started my side hustle selling thrifted vintage garments. At first, it began as the result of an overflowing wardrobe and a pending student loan repayment. As owner to a horde of beautiful preloved vintage clothing I had coveted for years but simply wasn't wearing enough, I knew there had to be something more I could do with the overflow.

'That's when I came up with the idea to start an Instagram page, where I'd share my own carefully curated, vintage collection of looks with garments I had thrifted over the years. After creating and photographing these looks and posting them online, I made everything available for purchase, marking the start of Dear Prudence.

'The online thrift community is not short of resellers. In the last two years, I've seen a huge increase of small businesses selling pre-loved clothing. I knew that if I wanted to set myself apart as a reseller, I would need to make it mine.

'My love for vintage clothing is no secret to anyone who knows me! Deciding to build Dear Prudence based on my own personal style and love for the vintage aesthetic was my first strategic move. I would carve out a spot for myself in the circular fashion industry whilst also being selective about the garments.