By Kelly Youngblood
A growing number of entrepreneurs are building businesses around vintage clothing, thanks to a demand from Gen Z shoppers wanting to veer away from traditional retail and fash-fashion outlets.
In the Champaign-Urbana area, stores like Resistance Threads, Devotion, and Dandelion Vintage are doing well in a market that considers vintage shopping both a fashionable and ethical choice.
Emily Petak, owner of Resistance Threads in Champaign, said vintage clothing has always existed but the context has shifted.
“What’s changed is the scale of fast fashion and overproduction,” she said. “The issue isn’t scarcity, it’s excess.
“I think the rise in vintage comes down to a mix of factors — increased awareness of sustainability, better quality compared to fast fashion, affordability, and a desire for individuality. People want to express their personal style, and vintage allows for that in a way mass produced clothing doesn’t.”
Items are typically considered vintage once they’re at least 20 years old, Petak said. In her shop, she primarily carries styles from the 1990s and early 2000s, as these pieces are more readily available and align with what her customers are currently seeking.
Petak said she hopes repairing and upcycling continue to grow.
“Things used to be made to last, not just clothing but everything, and I think people are starting to value that again,” she said.
Shayne Kelly opened Devotion last fall in Lincoln Square Mall. It includes mostly 1980-2000s clothing, to be a place for young people to gather and express themselves through clothing and community. He believes more customers are considering the environmental impact of secondhand shopping.
“I think people realized what modern brands have to offer is just plastic clothing,” Kelly said. “It doesn’t last long at all and for a fraction of the price or the same price even, you can buy clothing that has already lasted decades. We deal in a lot of natural fibers like cottons, wools, linens, etc., so people much rather prefer that than polyester, lycra or any of the other things.”
Petak, who has also run a pop-up market called 217 Flea since 2023, said Resistance Threads, unlike a thrift store, is curated vintage, which takes time, money, knowledge, and a trained eye, as well as labor to source, clean, repair and present items.
Despite the work behind the scenes, Petak said vintage is “one of the few businesses you can start with a lower income and grow over time, which has been my experience.”
Kelly described Devotion as more of a pop-up store, but they are looking forward to opening a new space with a more extensive inventory this May or June, also located inside of Lincoln Square.
Right now, Devotion sells unisex, masculine, and feminine styles but Kelly hopes to expand to include children’s clothing, decor, collectibles and more. Devotion also keeps a considerable amount of Illini gear in stock.
“We try to pride ourselves on having a vast secondhand Illini collection (modern and vintage) because some of the better stuff is hard to find,” he said.
Check out more vintage shopping options in and around the C-U area:
Dandelion Vintage: In business since 1993, Dandelion reopened in January 2026 under new ownership. Located upstairs at Furniture Lounge, Dandelion offers private appointments that include a curated selection of items based on a customer’s style, influences and goals.
Digs: This store is a treasure hunt featuring both new and vintage clothing, furniture, jewelry and more. Located just off campus on Springfield Avenue near the viaduct in Champaign. Woman-owned.
Needful Things Warehouse Gallery: Located inside the historic downtown Champaign train station, with plans to expand. Offers vintage and modern items including furniture, decor, art, gifts, clothing, accessories and collectibles. It also features items made by local artisans, including custom furniture.