Vintage vendors bring sustainability, high-priced nostalgia to Ontario’s biggest mall

“Something like this easily right now on eBay is going for like $350,” says Johnnel Francis of Clarendon Trading Co. while pulling a vintage Rage Against the Machine t-shirt off of a clothing rack in the middle of Ontario’s biggest shopping mall.

Square One isn’t where you’d expect to shop for a shirt that was made 25 years ago, nor is it usually top of mind when it comes to sustainability – but a group of vintage vendors is hoping to change that this weekend in Mississauga.

“We have over 17 vendors, all small businesses here today curating the best in sustainable fashion,” says Harrison Snyder, who co-founded the travelling vintage collective known as The Street Market.

Shoppers at The Street Market inside Square One. Brandon Choghri/CityNews

It isn’t the first time the team has rolled racks full of used clothing into a fast-fashion mecca. A previous show at Scarborough Town Centre drew large crowds earlier this year.

On Saturday, hundreds of customers passed through the market set up in front of Square One’s food court, which played host to thousands of dollars in transactions. The vendors say the newfound love of pre-loved wares is spurred by sustainability for many customers, but it’s been pushed over the edge by global superstars in recent years.

“Kanye West is a huge influencer in popular culture. He’s been spotted wearing vintage Harley Davidson tees,” Snyder says. “Travis Scott was seen wearing a Nike’ middle check’ hoodie which recently sold online for around $3,000 USD.”

Musician Travis Scott pictured wearing a beige Nike hoodie. Alyx Studio/Instagram

The connection between pop culture icons and fashion trends is nothing new, and the stronger the ties, the steeper the price tag.

“A very iconic piece…actually made famous by Wu-Tang Clan’s Raekwon,” explains Bernard Manarin while unzipping a bright yellow Polo’ Snow Beach’ jacket. “Going rate for this piece, because it’s actually the rarer navy interior fleece…$5,000.”

Vintage Polo’ Snow Beach’ jacket. Attire Co./Instagram

Seemingly insignificant details, such as the colour of a jacket’s lining, matter to this community of collectors. Tags, stitching, and trademark stamps are all crucial to pricing and authenticating these items, making two identical-looking graphic t-shirts go for vastly different prices.

But not every vendor is selling clothes for the price of a used sedan; most of them are simply looking to offer an alternative to fast fashion staples like H&M and Zara.

“If you’re going to a regular mall retailer, you’re going to spend around the same price,” says Colette Liburd while showing off a black Harley Davidson t-shirt. “But with this, you’re buying something that’s sustainable, so you’re saving it from a landfill, and you’re not spending an arm and a leg to get it.”

Much of the clothing at The Street Market was manufactured in Canada or the United States. Some denim pieces are even adorned with ‘union made tags.

“It’s still really great quality…it was made a really long time ago, so it’s built to last,” Liburd says.

It could still be an uphill battle for the sellers taking part in this weekend’s market, though. The pandemic has made many people more conscious of their consumption, and it’s pushed others to massive online retailers with low prices and instant shipping.

Snyder remains optimistic, though, backed by incredible corporate support.

“It’s really cool to see that these major corporations are now taking an interest in sustainable fashion,” he says.

“The fact that we’re selling used clothing, branded clothing, inside of a major retail mall competing with the same retailers…this could easily change the future and face of retail as more people become open to buying used and sustainable.”