Here at Who What Wear UK, we’re all about delivering the latest and greatest shopping edits, as approved by our team. That’s why we’ve created The Joy of Shopping, a shopping column which will see me, Joy Montgomery, discussing the brands, buys, and ideas that are preoccupying my mind this month—think homewares, outerwear, and everything in-between. Is there something you’d like me to cover? Make sure to tweet or Instagram me your requests!
Like any good subculture, the vintage fashion community is one that has relished its point of difference to the rest of the world. It is a bubble that has, historically, been occupied by thrifty art students, fashion editors and eco activists, and while there was a definite sense of pride in this corner of consumerism, it has meant that secondhand has been dismissed as “alternative” by many consumers who, understandably, have become drawn to the accessibility of the fast-fashion market.
