Thrifting may be trendy, but for many students, it is simply the cheapest way to afford fashion.
- Economic necessity and “instant gratification” drive some Wits students to second-hand shopping.
- The Matrix’s Zaza Clothing reports its busiest year yet as students ditch retail for quality and affordability.
- Hidden online fees and poor garment quality are making global fast-fashion giants less appealing to local youth.
In the heart of Braamfontein, the ‘thrift flip’ is more than just a curated style; it is a survival strategy. As South Africa faces a cost-of-living crisis, students are increasingly searching for the perfect R50 vintage shirt. This shift has turned a trendy pastime into a financial necessity.
While discussions about second-hand shopping often highlight ‘slow fashion’ and sustainability, the reality in hubs like Melville and Braam tells a different story. For many of The University of the Witwatersrand (Wits) students, thrifting isn’t about saving the planet; it is about saving their bank balance.
On the top floor of the Matrix, the energy at Zaza Clothing is a testament to this shift. Since opening in March 2023, owner Ali Monama says business has grown every year, but 2026 is by far the busiest he has seen.
“I chose the Matrix because fashion starts with the youth,” Monama says. He notes that while sustainability is a plus, the economy is the real driver. “Thrifting is critical for the economy right now. People prefer it because modern retail clothes don’t last, whereas vintage leather and denim are pure quality,” he adds.
The price tags at Zaza Clothing offer a stark alternative to the mall, ranging from R20 earrings to R600 Doc Marten boots. The prices are what appeal to students like Thulani Bikili, a second-year civil engineering student. Bikili thrifts twice a month specifically because of the cost-of-living crisis. “Retail stores are just overpriced,” he says.
For some, the appeal is a mix of budget and “instant gratification.” First-year electrical engineering students, Siyamthanda Mazwan and Naomi Makangume, argue that while sustainability is a “secondary perk,” the real win is finding unique items that allow them to avoid “following the crowd.”
The duo also highlighted the growing frustration with online giants like Shein. Between unpredictable shipping times and hidden customs fees, they’ve started questioning the true cost of “cheap” online hauls. “Is it really cheaper if I’m paying for all these other hidden fees?” They ask. “With thrifting, you get what you buy then and there. You can actually try it on to see if it fits.”
As financial pressures continue to reshape student life, the shift toward second-hand clothing reveals a generation that is becoming increasingly resourceful. Whether it’s to find a one-of-a-kind vintage piece or simply to survive the month, the students at Wits are proving that in the struggle between ethical spending and economic reality, the price tag, and the quality, is winning every time.
FEATURED IMAGE: Picture of sunglasses and ties taken at Zaza Clothing store in The Matrix. Photo: Daniella Ripamonti
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