Santa Cruz's Vintage Revolution: Why Your Dad's '80s Shirt is the Hottest Trend of 2023!

Since the dawn of the recycling era, Santa Cruz has fully embraced the mantra to reduce, reuse, and recycle, with a massive nod to apparel. Now, a new generation is flipping the script with a vintage aesthetic takeover. Whether it's Dad's '80s Magnum, P.I. phase or a scandal-prone 2000s pop star's flashbacks, clothes from the past just might be the key to your future wardrobe.

"There is almost an unlimited amount of secondhand clothing circulating," declares Isabel Alt, one of the masterminds behind Artifact Goods, the latest darling of the downtown secondhand scene.

Over a dozen vintage stores are lighting up Santa Cruz with curated, pre-loved items. But, wait—how does selling secondhand clothes with a markup make sense when thrift stores and yard sales seemingly offer bargain-basement prices?

Take, for instance, Moon Zooom, a stalwart since 1992. Owner Nicolas Canavarro taps into the ever-recycling trends with his Pacific Avenue shop, sticking to authentic vintage fur coats and old-school bowling shirts.

"Good stuff is always going to be good stuff," says Canavarro. The store thrives on its global sourcing process, which ensures a wild assortment of items from past decades. "I have scouts across the nation digging for unique items," he reveals—ensuring an edge that keeps the curious and the collectors coming.

However, with a slew of new kids on Pacific Avenue, Canavarro finds himself in a pricing conundrum. Rising costs due to increased demand have been a thorn in his side, and even usually booming Halloween sales have tanked, as more people turn to the dark side of fast-fashion titans like Amazon.

But this sob story has a silver lining. Some of Canavarro's best sales came when buyers realized their cheap online picks weren't all they were cracked up to be. His answer? "I'll get better stuff and sell it cheaper," he vows.

Santa Cruz isn't about chasing just one style; it's a melting pot of vintage delights. Dive into Angel Aura, Oasis on Pacific, or Motherlode to get a hit of baby tees, low-rise jeans, and 90s nostalgia.

Verbally dance the sourcing trip with Virgo Santa Cruz's manager, Bella Aguilar, and witness firsthand how thrifty minds work magic by picking pieces that resonate with today’s trend-savvy.

"Vintage is forever," emphasizes Jake Jensen of Oasis on Pacific. Santa Cruz's eco-conscious vibes and social awareness might just keep secondhand dreamboats afloat long enough to make fast fashion passé.

Meanwhile, as Oasis spreads the gospel of sustainability, other places like Little Red Door ensure the products you snag are enduring and ethically sound. The passionate co-owner chants this mantra: “We want to provide pieces that last a lifetime.”

In a treasure trove extravaganza, enter Santa Cruz County's antique stores—a quirky delight for a journey into the past. Check out Center Street Antiques for glistening glass and shimmering vintage, or lose yourself in the labyrinth of Attilia’s Antiques, where every nook unveils retro niche goods. Miss Jessie May’s promises a whiff of jasmine with every encounter.

But head out to Watsonville's Carriage House Collectibles for more hidden gems and local storytelling from the charismatic owners. Sample some taco truck delights around town, soaking in the Santa Cruz vibe.

Ready to snag some vintage swag? Explore the likes of Angel Aura Vintage or Artifact Goods, where you're guaranteed to score a treasure trove without leaving your wallet weeping.

So, when you roam the eco-friendly streets of Santa Cruz, what's in your vintage cart? 🤔✨