Sophie Maczweski (left) looks through the clothing rack in That’s So Cute thrift store with her friend, Purity Siror, Oct. 21, 2025, in Morgantown, West Virginia. Credit: Faith Abdullah/WVU Reed College of Media)
MORGANTOWN, W.Va. – On a breezy, rainy Tuesday, WVU journalism student Sophie Machesky runs excitedly to the downtown Morgantown popular thrift store That’s So Cute. As a college student, Machesky is relieved to explore thrift shops where she can afford high-quality pieces without breaking the bank.
“I think it's a great way for students to stay fashionable while keeping a budget instead of using the mall and other stores for original clothing pieces that are much more expensive,” Maczewski says, as she shops through the racks.
Just like That’s So Cute, Plato’s Closet in Morgantown offers thrift clothing at a fraction of the price of larger malls and boutiques.
Plato’s Closet co-owner Kaylee Hunt poses among racks of clothes Oct. 17, 2025, in Morgantown, West Virginia. Credit: Photo by Faith Abdullah/WVU Reed School of Media
“What we offer is alternatives for mall shoppers. So, especially in West Virginia, where you do have a lot of low-income families, I cannot tell you how rewarding it is to watch parents come in here and be able to afford to buy their kids the clothes that they want,” Kaylee Hunt, co-owner of Plato’s Closet, said.
According to a report from Capital One, in 2025, the country’s secondhand market is worth an estimated $56 billion, up 14.3% from 2024.
Thrift store shoppers were able to save an average of $2,071 purchasing secondhand clothing, the report says.
“We sell our jeans for, like, $8 a piece. Whereas American Eagle, they're anywhere from $40 to $80 for brand new,” Autumn Ayers, manager of the Ranch thrift store, said. “Economically, it's good for families that really can't afford the brand new prices, and it's good for the environment so that everything doesn't end up in that landfill.”
According to reports by Earth.org, out of the 100 billion garments produced each year, 92 million tons end up in landfills, resulting in environmental degradation and toxic textile waste.
“This generation that is in college right now, they're a lot more conscious of the environment for sure, the overconsumption in clothing is so shocking and so heartbreaking to see,” Hunt said.
"I'm just thrilled that we can play a part in slowing it down. Things will go to the landfill eventually, but we're delaying it, and hopefully, people are making a smarter choice to come here rather than buying new.”
As the thrift market in West Virginia rises, it has become popular among young college students, who are opting for durable, high-quality second-hand pieces, including vintage and Y2K apparel, over those from fast fashion brands such as Shein and Temu.
This popularity birthed Vintage Fest, which was created by vintage thrift store Gallery 304 owner Lisa Hart. Vintage Fest fills the bustling streets of downtown Morgantown with thousands of shoppers, mostly students, buying good quality vintage, Y2K and modern second-hand apparel.
“Initially, Vintage Fest started with more students, but we’re getting a lot of people from the area,” Hart said. “But now we have people who are traveling from other states, they will come into town, spend the night. So it’s good for the Morgantown area as well.”
Hart noted that Vintage Fest was created to give local vendors a platform as well as promote vintage and thrift culture in Morgantown. She said customers like the feel of vintage clothing.
Shoppers browse through items for sale during Vintage Fest on Sunday, Oct.19, 2025, on High Street in Morgantown, West Virginia. Credit: Photo by Faith Abdullah/WVU Reed School of Media
“It's more durable, the materials are made out of better material, and that's what everyone is looking for,” Hart said.
In contrast, Ayers said that while the thrift market is thriving, people are still sometimes hesitant to buy used.
“People who are very picky about what they're buying and putting in their homes might be very hesitant to buy second-hand,” Ayers said. “A lot of people think of these different factors, and maybe it's just not as attractive to them because it's not brand new.”
As she concludes her shopping, Maczewski says she thinks a growing thrift culture is inevitable, due to the affordability of durable apparel and its positive environmental impact.
“I think it'll still be thriving. I think that college students really appreciate shopping on a budget, and I think that even more stores should be popping up. I think it's likely for them, too, with how successful they can be.”
Chloe Kuntz contributed to this report.