Two years ago, Denver was named the best city for thrifting in America. As that honor expands to the rest of the metro area, the city of Boulder is hot on its heels. Already home to some of the best vintage stores in Colorado, the college town welcomed the newest location of Garage Sale Vintage in February this year, adding another gem to its collection.
Garage Sale Vintage has seen huge success at its flagship location in Larimer Square, home to thousands of different clothing styles, a full bar and a kitchen serving a variety of street tacos. Founder Josh Sampson opened the Denver location in 2020 hoping to bring a different atmosphere to the shopping experience while keeping it familiar. The company has now expanded to four locations—Denver, Boulder and two in Nashville, Tennessee. They call it “the original tacos tequila vintage bar.”
“We want to really be a new fun place for young individuals, Boulder hasn’t had a new concept in a while,” said the former general manager of Garage Sale Vintage’s Boulder location, Jay Maes.
According to its website, the company’s mission is to reduce waste caused by fast fashion and extend the life of clothing. By rejecting fast fashion trends, the store curates authentic vintage pieces, fostering a culture of reuse and responsible consumption, an ethos that resonates deeply with Boulder’s environmentally conscious community.
“We want to make sure people aren’t just going out and buying the latest trends. Copies of copies—wasting their money and throwing more clothing into landfills” said Maes.
The fashion industry, particularly the fast fashion segment, is notorious for its excessive waste, overproduction and overconsumption. Fast fashion companies like Primark, Shein and Zara specifically target college students with their cheap and trendy garments. According to thredUP’s Gen Z Fashion Report, one in three surveyed said they felt “addicted” to fast fashion, with 45% reporting it’s hard to resist the temptation of the industry. Alarming statistics add weight to the argument for sustainable fashion. Every year, a staggering 92 million tons of textiles end up in landfills, and by 2030, global emissions from the apparel industry are projected to increase by 50%, as reported by Earth.org.
“In the college world, people are just trying to keep up with fast trends. So people will shop off of Shein, which is fast fashion, and that is the third-leading cause for climate change,” said CU Boulder sophomore Olivia Sweeterman. “So if people are shopping on these sites you’re supporting something that is genuinely killing our planet.”
But, there is hope. The threadUP report also found that nearly 65% of college students have the desire to shop more sustainably. Keeping up with trends has become the lowest spending motivator overall, with 56% of Gen Z and Millennial respondents stating they would forgo the latest fads in favor of one-of-a-kind looks. And although younger generations are expected to account for two-thirds of secondhand purchasing, buying vintage appeals to people of all generations.
“There’s something for everybody in here for little kids all the way up to whatever age is still living, because we have fashion all the way from the ‘50s and ‘60s. And we still bring in trendy stuff that are relevant,” Maes said.
Garage Sale Vintage sources much of its inventory from its buy, sell, trade system— where the company’s buyers conduct one-on-one appointments with those looking to trim their closets—and a selection of vintage vendors. Each item is hand-picked and curated for sale.
“It’s a super great representation of vintage especially in Colorado,” said senior buyer Sophia Sanders. “It’s not necessarily what we consider vintage but what everyone in Colorado considers vintage.”
Establishing a business in Boulder poses formidable challenges. The high cost of living and commercial rents can be prohibitive, making it hard for small businesses like Garage Sale Vintage to thrive. Despite the allure of Pearl Street’s foot traffic, the astronomical rent demands a hefty investment and the need for various licenses and permits. So how does a small business survive?
One benefit of small businesses is they can adapt and innovate quickly due to their streamlined decision-making processes. They can respond to market trends, customer feedback and emerging technologies faster than larger organizations, making them more agile in a constantly changing business landscape. Navigating these obstacles requires innovative strategies. To supplement income and ensure fair wages for employees, Garage Sale Vintage relies on tips,
“For a retail associate you can make anywhere from $100 to $200 extra on your paycheck from tips [in addition to minimum wage], which is very helpful and I feel like that would also help a lot of places, especially on Pearl,” Sanders said.
Another way it keeps revenue up is by running frequent sales and promotions, like its “Late Night Vintage Happy Hour,” which boasts 13% off vintage clothing and $2 off margaritas. The store has also started hosting weekly brunch events drawing in a whole new crowd.
This summer, the Pearl Street store will open its outdoor bar for live music, adding another experience for shoppers. Although the company is unsure of its next moves, further expansion is certainly on the table. But for now, the focus is on thriving in its newest location.
“We’re still a new business here in Boulder so in a year it’s going to be a different store,” Sanders said.