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From Hobby to Empire: A Second-Hand Clothing Success Story

From Hobby to Empire: A Second-Hand Clothing Success Story

Second-hand clothing has evolved from a mere rummage-fest in musty charity shops to a thriving industry, propelled by online platforms like Depop, Vinted, and eBay. In addition to the value and environmental benefits, there is a growing trend among fashion enthusiasts to embrace second-hand fashion for its unique and individual style.

Enter Isabella Vrana, a 26-year-old entrepreneur who has turned her passion for pre-loved garments into a flourishing business. From humble beginnings on Depop as a student eight years ago, Vrana has generated an impressive £800,000 in sales, and her business shows no signs of slowing down. This blog will dive deeper into the story, sharing how she became successful at such a young age.

Discovering the Potential, How the Business Came About

It all started with what Isabella humorously refers to as a "shopping problem." She found herself accumulating an excessive amount of clothing for herself, but at irresistible prices due to their second-hand nature.

Recognising an opportunity, she began selling some of these pieces on Depop and soon realised she was making somewhat of a profit with each sale. While her peers were working part-time jobs at pubs and restaurants, Vrana, instead, was packaging up sold vintage clothes and making trips to the post office between her lectures.

From Hobby to Career, Taking a Chance and Making a Move

Unable to secure a professional fashion buying job, due to a lack of industry experience, Isabella made a bold decision to dive headfirst into selling second-hand clothing full-time. With unwavering determination, she transformed her small-scale venture into a thriving enterprise.

Today, Isabella employs a team of three and manages a shipping container/warehouse, in addition to two studios, where in these spaces, clothes are meticulously sorted, photographed, and dispatched to customers who access her business through Depop.

Further demonstrating her entrepreneurial spirit, Vrana also worked to establish a wholesale division for herself, supplying vintage clothing to other online retailers. Furthermore, she has expanded her reach by organising pop-up shops in prominent fashion hubs, such as New York, Dublin, and Copenhagen.

What’s even more impressive, in addition to her resale business, she has also launched her own label, the Isabella Vrana collection, adding her unique touch to her brand.

Riding the Wave of Change, Embracing Unique Style

Reflecting on her journey, Ms. Vrana emphasises the tremendous shifts in demand for second-hand clothing she has witnessed over her eight years in the industry. As sustainability gains prominence and consumers become more conscious of their fashion choices, the appeal of pre-loved fashion has soared.

People are now seeking garments that not only align with their values but also allow them to express their individuality. Isabella Vrana's success story stands as a testament to this evolving trend, as she caters to a growing community of fashion enthusiasts who seek out unique, one-of-a-kind styles that reflect their personalities.

Increased Interests, Why Buy Second-hand Clothes?

The appeal of second-hand clothing continues to grow, driven by a multitude of reasons that extend beyond individual style preferences. One of the primary motivations behind this trend is the affordability factor. With the cost of living on the rise, purchasing new clothes and footwear can strain the budget of many individuals. Second-hand garments provide an accessible alternative, allowing people to refresh their wardrobes without breaking the bank.

Moreover, the escalating prices in the fashion industry contribute to the allure of second-hand clothing. According to the Office for National Statistics, the cost of clothing and shoes has experienced a staggering 6.5% increase in the year leading up to April. This surge in prices has intensified the appeal of thrifted fashion, as individuals seek to mitigate the financial burden associated with purchasing brand-new items.

Beyond economic considerations, the environmental impact of the fashion industry plays a crucial role in the shift towards second-hand fashion. The United Nations reports that the fashion industry is responsible for generating 8-10% of global emissions. From the cultivation of cotton to the production of synthetic materials like polyester, the fashion industry heavily relies on resources, like water and oil, leading to significant environmental consequences.

By opting for second-hand clothing, individuals actively contribute to reducing the demand for new garments and mitigating the industry's environmental footprint.

Sharing This Success Story, What Additional Platforms Could Help?

In addition to her presence on Depop, Isabella can leverage the power of other social media platforms and podcasts to expand her business and share her inspiring story with a wider audience.

Platforms like Instagram, Facebook, and TikTok offer opportunities to showcase her unique clothing pieces, behind-the-scenes glimpses of her operations, and engage directly with her followers. By curating visually appealing content and utilising effective storytelling, Isabella can further build her brand and foster a community of fashion enthusiasts.

Additionally, podcasts provide an excellent avenue for Isabella to share her entrepreneurial journey, industry insights, and sustainable fashion tips. Collaborating with popular fashion, entrepreneurship, or sustainability podcasts would allow her to reach new listeners who are eager to hear her experiences and learn from her expertise.


Isabella Vrana's ascent from a student hobbyist on Depop to a successful entrepreneur in the second-hand clothing industry exemplifies the immense potential within this thriving market.

With a keen eye for fashion and a passion for sustainability, she has built a thriving business empire that offers customers not just clothes, but a gateway to individuality and self-expression.

As second-hand clothing continues to evolve, entrepreneurs like Vrana are at the forefront, bridging the gap between style, sustainability, and profitability. With her Isabella Vrana label and a commitment to meeting the changing demands of her customers, this young trailblazer is poised to leave an indelible mark on the world of fashion.

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Article written by Dylan Moore

Dylan, originaly from Turkey, discovered his passion for programming and podcasting online. Him and his team later founded PodApp, a user-friendly platform designed to make podcasting accessible to everyone. Read more