Inside the "influencer thrift store" going viral on TikTok
From your FYP, to your wardrobe...
image Detoure on TikTok (additional design by Jonas McIlwain)
words Megan Wallace
Have you ever noticed that you never see celebrities and influencers wearing the same outfit twice on their feed? Yep, just think about it for a second. Being an outfit repeater seems to be a cardinal sin among anyone with a social media following — even if that attitude is pretty damaging to our planet.
The habits of the people dominating our feeds has a trickle down impact on how us regular people approach fashion and social media. Research from back in 2017 even showed that one in six young people wouldn’t wear an outfit again once it’s been seen on social media.
Luckily, however, a new initiative is committed to tackling the ootd-and-discard habit that some of us are guilty of online. Namely, Detoure, an online platform that describes itself as “America’s first influencer thrift store”.
Founded in 2021, it lists items from influencers' wardrobes at a markdown of up to 70% off: allowing you to shop by item category as well as by a specific influencer, shopping only items that came from their closets. Aiming to tackle clothes waste, the platform puts sustainable fashion at the forefront and, through working with influencers of a range of body types, is trying to make the thrifting space more accessible for all.
Recently, the second-hand clothing initiative gained traction online thanks to videos from its LA pop-up thrifting events going viral on TikTok. The footage shows a queue of girls waiting to rummage through rails of multicoloured crop tops, Y2K-style spaghetti strap dresses and a huge range of platforms and trainers — so basically, like a car boot sale of dreams.
Fancy attending? These secret events (which have happened in Paris and LA so far) take place in undisclosed locations which are only made available to individuals who register in advance via email but you can also get a slice of the experience via Detoure’s website.
Check out some of our fave Detoure pop-up videos below.