Shoppers browse through second-hand clothing at a thrift store in New Market, Dimapur. Once driven largely by affordability, thrifting is increasingly becoming a way for many young people in Nagaland to express their personal style. (Photo by Surotsa Anar)
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Surotsa Anar
Dimapur | July 12
In recent years, thrift fashion has steadily gained popularity across Nagaland, particularly among young people looking for affordable yet stylish clothing. What was once viewed mainly as a budget-friendly alternative has evolved into a growing fashion movement, driven by social media, online thrift stores and changing shopping habits.
With Instagram pages, pop-up thrift sales and local resellers making second-hand clothing more accessible than ever, many are embracing pre-loved fashion not only for its affordability but also for its uniqueness and potential environmental benefits.
For many shoppers, the appeal goes beyond saving money.
"Because of the unique designs and styles, I go for thrifting. The stores around Dimapur aren't that good, and most of the clothes are mass-produced," said one customer at New Market.
Another shopper agreed, saying, "Mainly because of the quality of the material. It's easy to bargain, and it's affordable, especially for lower-income people who can get good clothes with many options."
Affordability, sustainability and access to unique pieces are among the main reasons behind the growing popularity of thrift fashion.
What began as a way to stretch a budget has gradually developed into a cultural trend, especially among young people. Yet thrifting is not entirely new to Nagaland. Many older generations have long relied on second-hand clothing, and for many young people today, their introduction to thrifting came through their parents.
"It started as saving money, turned into a lifestyle," said Kevivi Kera, a student from the National Institute of Fashion Technology (NIFT). For many, thrifting is no longer just about spending less but about finding better-quality garments and timeless pieces that stand apart from mass-produced fashion.
"Better fabric, better construction, old silhouettes you don't see anymore," the Keviki explained.
The revival of fashion trends such as Y2K, streetwear and vintage styles has also encouraged young people to search thrift stores for clothing that reflects their personality and individual taste. In that sense, thrifting has become not just a cost-effective way to shop but also a means of self-expression.
The rise of social media platforms such as Instagram and WhatsApp has made thrifting more accessible than ever. Buyers can browse curated collections from the comfort of their homes, making it easier to find styles that may not be available in local stores.
"When I scroll online and see people styling outfits, I want to try them too. If I don't find them in local stores, then I come here to thrift," one customer shared.
Another said that online platforms had introduced them to styles they had never considered before.
However, not everyone believes social media is the primary driving force behind the trend. Some shoppers still prefer visiting local thrift stores, where they can inspect garments in person and negotiate prices, noting that online thrift shops are often more expensive. Others pointed out that while social media has helped popularise thrifting, the practice itself has existed in Nagaland for decades.
For online thrift businesses, social media has become more than a promotional tool—it has become the business itself.
The founder of ‘Cherrypicked_thriftstore’ said the venture began after being inspired by global thrift culture. Starting from a bedroom with just a few parcels, the business was built around the belief that "second-hand can be first choice."
Today, Instagram and WhatsApp serve as its storefront, marketing platform and customer service channel all at once.
While affordability remains a major attraction, the founder believes uniqueness is equally important.
"A Rs 4,000 Stüssy T-shirt for Rs 600 wins even if sustainability wasn't on their mind," they said, adding that many young shoppers are drawn to one-of-a-kind pieces rather than mass-produced clothing.
Despite the growing interest in second-hand fashion, the trend has not necessarily translated into better business for everyone.
A second-hand clothing seller in New Market, who has been in the trade for more than 30 years, said business has struggled since the COVID-19 pandemic and has continued to decline. Even so, the shop continues to attract customers across generations, with mothers making up a significant portion of its regular clientele.
Fashion designer and founder of Otsü, Asenla Jamir, sees the rise of thrifting as part of a broader shift in how young people express themselves through clothing.
"Thrifting encourages creativity because you're styling one-of-a-kind pieces rather than following trends or buying complete looks off a mannequin," she said. "It celebrates individuality over uniformity."
She also highlighted the role of thrifting in promoting more sustainable fashion choices.
"Sustainability isn't about having a perfect wardrobe; it's about making better choices consistently," she said.
As thrift fashion continues to gain momentum in Nagaland, it reflects a shift in how many people, especially young consumers, approach clothing. While affordability remains an important factor, thrifting is increasingly valued for its ability to offer individuality, creativity and a more sustainable way of dressing. For many, it is no longer just about buying clothes at a lower price, but about expressing identity through fashion.
The writer is currently a B.Mass IV semester student in the Department of Mass Communication at Patkai Christian College (Autonomous), Chümoukedima. This report is part of his one-month internship at The Morung Express.
