Have you ever bought clothes “by the Kilo”?

An original experience that is part of an important project based on the circular and sustainable economy. Vinokilo is a temporary market of second-hand clothes, aimed at helping to reduce the environmental impact of the fashion industry. It was born in 2016 from an idea of the young entrepreneur Robin Balser, who in a short time made a name for himself across Europe before arriving in Italy too.

Vinokilo comes to Catania

Hosted at the Nu Doganae venue, in collaboration with Pop Up Market Sicily, the Vinokilo event intrigued Catanians and tourists alike, ready to be swept along by this experience, accompanied by music and shared spaces to socialise and relax in. From the youngest to adults, Vintage charmed everyone. A strong response came from Millennials and Gen Z, increasingly drawn to second hand and to the idea of giving new life to used clothes in an original way, freely expressing their own identity and uniqueness.

Vintage, what a passion! How much do social media influence this choice?

Vintage is booming and gaining more and more ground among young and very young people: the stigma that used to go with second-hand clothes has definitely been shaken off. Those who buy vintage no longer feel they have bought something dirty and used; rather, it is a choice that often comes down both to eco-awareness and to the search for one’s own identity, especially among the young and very young. In a society that often wants to label us, the idea of being unique gains more and more value. An inevitable contribution to this way of seeing things also comes from the influence of social media, where young people want to show themselves as different, unique, original. So why not reuse second-hand clothes, giving them a fresh, innovative touch? Many are the influencers who suggest to their followers how to reuse clothes from their parents or even their grandparents. After all, doesn’t fashion itself show us that it has a cyclical quality that periodically brings past styles and tastes back to the surface, to be reproposed with a new interpretation?

Fashion that never goes out of fashion

Times gone by are, after all, always remembered with a smile by those who had the pleasure of living through them and being part of them, and compared favourably with the present. Clothes, bags and jewellery that a few years later used to be labelled as outdated now acquire a new charm and are acclaimed with the desire to relive a happy past. For the new generations, on the other hand, the appeal of vintage is tied to the curiosity of discovering a fashion they never actually got to live.

My tour of Vinokilo

As a nostalgic millennial, I rummaged through kilos and kilos of clothes in colours, fabrics and styles from the past, ready to get their second chance in a unique and original way! I spent Saturday morning browsing through kilos and kilos of clothes, looking for the bargain that was right for me. Arriving at opening time let me start my tour calmly, studying the layout and organisation of the spaces. In an age when everything is ruled by speed, when haste is the master and everything is a click away, living an experience like this let me make an eco-friendly choice in a “slowly” and relaxing way.

And you, did you go to Vinokilo? Did you find your Vintage piece? Let me know!