Thrifting has become a lifestyle for young shoppers in Eau Claire – but is it about sustainability, or just another way to buy more?

Across Eau Claire, secondhand stores are seeing more traffic from young shoppers in search of affordable fashion, vintage finds, and creative ways to express themselves. Many say thrifting offers a more intentional way to shop – one that feels better for their wallets and the planet.

Yet, as thrifting's popularity rises, so does one question: Can thrifting stay intentional, or will it become just another way for people to purchase things they don't need? This story explores how Eau Claire's young thrifters are navigating that balance, and what it means to shop with purpose.

Going through some of the curated thrift selection at EC Vintage in downtown Eau Claire. Most of the small business's offerings range between $10-$20, with "high end" pieces separated and placed on its own clothing rack. (Photo submitted by Gianna Giarrusso / EC Vintage)

Madeline Nelson has picked up vintage T-shirts, purses, and even her own wedding decor while thrifting in Eau Claire. For her, the draw goes beyond scoring a good deal; it's about the treasure hunt and the discovery.

"It's so fun to find something totally unique," Nelson, a UW-Eau Claire alum passionate about thrifting, said. Earlier in life, she wasn't totally comfortable with the idea of wearing someone else's donated clothing, but that mindset shifted. Now, Nelson sees thrifting as a way to shop more consciously while staying on a budget – and to find one-of-a-kind pieces she can't get anywhere else.

Wanting to stand out is part of what draws another young shopper, Ellie Ulbricht – another UW-Eau Claire alum – to thrifting. “It’s a fun way to be creative and not look like everyone else,” Ulbricht said.

She explains that thrifting helps people explore their personal style without spending a lot, especially as old trends cycle back. “There’s so much variety,” she said.

Ulbricht’s experience reflects a national trend. Across the country, secondhand shopping has become a regular part of how people shop – especially for young adults focused on saving money, showing their style and making sustainable choices.

According to ThredUp’s 2024 Resale Report, the U.S. secondhand apparel market is expected to hit $73 billion by 2028, driven by Gen Z and millennials.

The shift toward secondhand shopping is something Eau Claire’s thrift store managers have noticed up close. “Within the last few months, we’ve definitely noticed an increase in younger shoppers coming in,” Chelsea Tate, store manager at AbleLight Thrift Shop (3178 London Rd., Eau Claire), said.

“They come in to look at our apparel more than anything else – and our jewelry.”

Eau Claire's AbleLight Thrift Shop sells clothing and accessories, furniture, small electronics, and more. Manager Chelsea Tate says the store has seen more younger shoppers in recent months, largely interested in apparel. (Photo by Faith Kierzek)

Jill Henselin, director of retail operations at Goodwill of North Central Wisconsin, has also seen more young people turn to secondhand shopping – many drawn by sustainability or the thrill of the find.

“As people think about how to protect the environment and keep trash out of the landfill, that sustainable shopper really now understands the value of thrifting,” Henselin explains.

She added that others are drawn to Goodwill’s mission which helps people gain job skills and overcome barriers to employment.

Overconsumption and over-demand are the original causes of fast fashion, and they don't go away just because you start shopping secondhand. It simply changes form." –Fashinnovation

A significant portion of clothing produced globally ends up in landfills. (Infographic via TheRoundup.org)

At AbleLight Thrift Shop, Tate highlighted their focus on inclusivity. The store offers employment and housing support for individuals with intellectual and developmental disabilities. “Our goal is to provide a place where people feel valued and supported, no matter why they’re here,” she said.

Each store may have a different mission, but they all serve the community in meaningful ways – providing job training, support services and affordable goods to the community. Whether shoppers realize it or not, buying second hand helps fund that work and is a more sustainable way to shop.

“Secondhand is the way to go. I think thrifting is the new Target,” Tate said, reflecting a wider shift toward reuse and conscious shopping.

The rise of thrift "hauls" and resale platforms online has made it easier than ever to buy cheap, trendy clothes in large quantities – sometimes without real intention or need. When donations overwhelm stores, many items end up in landfills or shipped overseas, where they create new problems for other – often less privileged – communities.

While thrifting helps keep clothes out of landfills, sustainability experts emphasize that it’s only part of the solution to fashion’s environmental toll. According to the Ellen MacArthur Foundation, every second, the equivalent of a garbage truck full of clothes is burned or buried in a landfill – a reminder of just how much waste the fashion industry creates.

Even thrifting can do harm if it turns into a habit of buying too much, too often.

“Overconsumption and over-demand are the original causes of fast fashion, and they don’t go away just because you start shopping secondhand,” a report from Fashinnovation reads. “It simply changes form.”

EC Vintage went from an online business to a brick-and-mortar storefront thanks to an increased interest in shopping secondhand, throughout the Chippewa Valley and beyond. (Photo submitted by Gianna Giarrusso / EC Vintage)

The rise of thrift "hauls" and resale platforms online has made it easier than ever to buy cheap, trendy clothes in large quantities – sometimes without real intention or need. When donations overwhelm stores, many items end up in landfills or shipped overseas, where they create new problems for other –often less privileged – communities. 

But with more awareness and balance, shoppers can shift that cycle: by asking whether they need something, how long they’ll keep it, and where it might end up next.

That’s something Mike Shoultz, owner of EC Vintage (100 N. Farwell St., Eau Claire), thinks about often. “Clothing is one of the most wasteful industries,” he said. At EC Vintage, Shoultz sources inventory from a mix of thrift shops, garage sales, and other secondhand outlets – places where good pieces often get overlooked.

In addition to EC Vintage’s racks of curated and high quality vintage items, one way his store stands out is by rescuing old, unused blank crewnecks and shirts that would likely be thrown away.

“They’re everywhere, and some of them are in really good condition,” Shoultz said. By printing new designs on them in small batches, EC Vintage gives these forgotten pieces a second life.

From saving a single sweatshirt to recycling thousands of garments, people across Eau Claire are thinking about how to make a lasting environmental impact. It’s a shift powered by individual choices, and one that’s shaping a more sustainable future for the whole community.

This fall, local sustainability advocate Eclypse Armstrong is working to expand Eau Claire’s reuse efforts with a plan for a textile reclamation center. Her vision includes collecting clothing, fabric, and other donations, then sorting, upcycling, and ethically recycling them.

We already have everything we need here; now it's about bringing it together. –Eclypse Armstrong, on creating a stronger sustainability-focused textile center in the community 

Upcycled pieces would be resold to support the local economy, while leftover materials would be repurposed locally instead of being sent overseas. “It would be a place for the community to donate responsibly and for creators to find materials they can turn into something new,” Armstrong said.

To kick off the work, she’s launching a five-week volunteer research cohort in September. UW-Eau Claire students can participate for service-learning credit, working in teams to explore key questions around sustainability, infrastructure, and innovation.

Students interested in getting involved can sign up for the cohort through the UW-Eau Claire Service Learning Center. “At the end of the cohort, we’ll bring in speakers from the industry and present our findings to the community,” Armstrong said. “It’s a way to start building something together – from the ground up.”

A reinvigorated interest in secondhand clothing, perhaps driven most by Gen Z and youths, is an opportunity to bolster sustainability education and efforts – if mindfulness is also centered. As stated by TheRoundup.org, while 87% of materials used to create clothing end up in landfills, just 1% of clothing is recycled to create additional clothing. (Photo submitted by Gianna Giarrusso / EC Vintage)

Looking ahead, her long-term goal is to bring the textile center to life by collaborating across local universities and departments – from fashion and design students at UW-Stout to engineers and business students at CVTC and UWEC.

“We already have everything we need here; now it’s about bringing it together,” Armstrong said.

While local leaders are thinking big, Madeline Nelson believes it still comes down to individual everyday choices. Thrifting can be affordable, creative, and sustainable – but only if we resist the urge to overconsume.

“That’s what makes it meaningful,” Nelson said. “Finding that balance is what keeps secondhand shopping from becoming just another trend, and what gives it the power to create real, lasting change.”

Learn more about AbleLight Thrift Shop (3178 London Rd., Eau Claire), Goodwill NCW, Eau Claire Vintage (100 N. Farwell St., Eau Claire), and Hope Gospel Bargain Center (2511 W Moholt Dr., Eau Claire) online • Check out Volume One's online listings to find more thrift and antique stores in the Chippewa Valley area