Brands embrace the selling of vintage, pre-owned clothes

A shoppable time capsule of American style is a click away thanks to Ralph Lauren. 

The 50+-year-old brand amassed a treasure trove of its pre-owned clothing dating back decades as it “honors the breadth of Ralph Lauren’s style canon.” The vintage fashions include ski jackets priced at more than $2,000 each, meticulously knitted chunky sweaters and the preppiest of polo and rugby shirts. 

The stars of the collection are Ralph Lauren’s iconic bear sweaters emblazoned with large representations of the cuddly mascot ready for skiing, polo or just looking dapper. 

Ralph Lauren is releasing vintage collections in monthly online drops and in select stores, according to Robb Report. “The timeless, well-crafted pieces appear to transcend fleeting trends,” the article states, “ensuring they get better with age and can be enjoyed by future generations.” 

Consumer demand for vintage clothes also set retailer Urban Outfitters on the hunt for old garments. Vintage pieces are available in stores as well as online at the Urban Renewal site for “repurposed, remade, and one-of-a-kind vintage goods.”

Carhartt and Patagonia also operate resell programs, but it appears their missions are less about celebrating vintage style and more about highlighting sustainability and the durability of the products.

It’s a hot moment for the selling and buying of pre-owned clothes, vintage and otherwise. By 2028, the global secondhand clothing market will reach $350 billion by 2028, according to a projection by online resale platform ThredUp. 

For more satisfying history from a classic American brand, you can read the “inside story of the iconic Polo Bear” at RL Mag, Ralph Lauren’s online magazine. The feature opens: “He is a man of contradictions. Innocent yet sophisticated. Suave yet cuddly.”

More nostalgia

🎥A Hollywood release schedule full of sequels and reboots is hardly news, but a spate of 2025 offerings present some extra enticing comebacks. Recent trailer releases include “Happy Gilmore 2,” a sequel to the 1996 original; “Superman,” a refresh of the Man of the Steel by director James Gunn; “Karate Kid: Legends,” starring Ralph Macchio and Jackie Chan; “Lilo & Stitch,” a live action telling of the 2002 animated original; and “28 Years Later,” third in a zombie thriller series started in 2002. 

🥤Jolt Cola, the mega-caffeinated soda your parents wouldn’t let you drink, has been shocked back to life. Sports supplement maker Redcon1 announced that Jolt will return in 16-ounce cans with 0 sugar and 200 mg of caffeine. In 1985, a 12-ounce can of Jolt delivered 70 mg, CNN reported. In the ’80s and ’90s, Jolt built momentum by hyping its use of real cane sugar, winning favor with computer programmers and landing in movies like “Wayne’s World” and “Jurassic Park,” according to Mental Floss. Your move, Pepsi -- bring back Josta. 

🏈 The Buffalo Bills are heading to the playoffs and more members of the Bills Mafia will be flying through tables -- most likely in zebra print by Zubaz. Founded in 1988, the company made a splash with bold workout gear often featuring team colors in the brand’s signature print. In recent years, Zubaz mounted a comeback and is now making pants, scarfs and other apparel for fans of every team in the NFL. But, red and blue zebra print has become as common as a smoking grill at Buffalo tailgates. Earlier this season the Buffalo-based Labatt even sold beer in Zubaz-printed cans. 

Cool content 

Homage built its brand on retro designs printed on modern, high-comfort apparel. The commitment has been emphasized through hand-drawn designs of current athletes evoking the days of cartoonish depictions of stars in a bygone era. Homage holds licenses with top sports leagues, the WWE and beloved TV and film properties, offering a trove of options for current fans and nostalgia lovers. See this video highlighting the process behind the new NFL Hand Drawn Collection. Cool creator bonus: Check out illustrator Al Mudgett on Instagram who churned out big-head caricatures of top athletes for Salem Sportswear in the 1980s and ’90s. His current work adorns packages of Big League Chew. 

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