Vintage Frills Chicago – Where Fast Fashion Has No Place: Breaking Vintage Barriers to Save the Planet

Fast fashion, a term coined in the 1990s by the New York Times, was initially centered around a popular clothing brand’s mission to transport garments from fashion catwalks into stores in just 15 days. While 30 years ago, it was all about making designer-inspired items accessible to a wider audience, fast fashion today has not one, not two, but many dark sides.

According to the UN Environment Programme, fast fashion is the second-biggest consumer of water and is responsible for about 10% of global carbon emissions, which is as much as the emissions generated by the European Union and more than all international flights and maritime shipping combined. Since fast fashion exists to keep up with rapidly changing trends, a striking 85% of clothes end up in landfills every year, polluting the environment.

A 2018 Quantis International study reflected on the main drivers behind the industry’s negative impact, highlighting dyeing and finishing (36%), yarn preparation (28%), and fiber production (15%) as the most prominent ones. Fast fashion also uses excessive amounts of water, with a simple cotton shirt requiring 700 gallons of water. The amount surges to 2,000 gallons for a pair of jeans. But fast fashion not only consumes obscene amounts of water; it is also responsible for 35% of all microplastics found in the ocean.

From its environmental to social impact, the industry’s negative effect is evident, and future estimates remain gloomy. For instance, the UN Framework Convention on Climate Change predicts emissions from textile manufacturing alone will skyrocket by 60% by 2030, urgently calling for alternatives.

Vintage clothing is a solution hidden in plain sight, offering not only unique garments and the thrill of browsing through racks where every piece has a story but also a viable way to alleviate the impact of fast fashion. While virtually everyone recognizes the environmental and social benefits of thrifting, certain barriers and misconceptions prevail, hindering the industry’s global adoption. Jennifer Kelly-Nichols, a fashion devotee and the founder of Vintage Frills Chicago, felt the impact of vintage myths first-hand, now shattering conventions by addressing the needs of modern-day consumers.

Photo Credit: Mina Bloom/Block Club Chicago

“For many people, vintage encompasses only funky 70s bell bottoms or frayed jeans, classic 80s neon leotards or vibrant nylon windbreakers, or exaggerated puffed sleeves and prominent polka dots from the 50s,” she reflects. “What Vintage Frills hopes to do is show everyone—whether they’re vintage beginners or experts—that it’s less about specific styles but more about high-quality pieces that had already stood the test of time and will continue to last for decades.”

Another barrier to widespread vintage adoption is, as Jennifer says, the visual perception of thrift stores. At Vintage Frills, unorganized shelves, racks bursting with thousands of random pieces, and having to browse through mountains of fast fashion clothes bought last year—that, naturally, someone threw away when trends changed—are a thing of the past. Here, finding exactly what you’re looking for is a breeze, with four color-coordinated cubbies.

Clothes are divided into the Red Room, Yellow Room, Blue Room, and Neutrals Room, with each one opening the doors to an immersive experience where vintage explorations are both exciting and organized. Since its opening in 2022, the shop has attracted thousands of clients who traverse across the world to discover vintage through Jennifer’s unique, expert lens. Focused on quality, Vintage Frills boasts a collection of unique, high-quality, often designer pieces for men and women, as well as vintage home decor items that instantly transform any room into an inspirational space with character.

Photo Credit: Vintage Frills Chicago

Jennifer, when curating her vintage realm, realized that the term has two sides: while some think of exuberant, flamboyant pieces gathered in one disorderly shop, others imagine vintage as high-end, inaccessible to the average customer. And even she wasn’t immune to that myth. “Growing up, I used to love vintage.

The problem was – I couldn’t afford it,” she recalls. “Any shop I visited would offer decades-old pieces that were thrifted for close to nothing and resold for hundreds of dollars. And while it takes talent to hunt down gems in traditional thrift shops, I knew that Vintage Frills would still keep the price affordable – no matter if it’s a designer item or a simple high-quality cotton shirt.”

While most items hover at around the $50 price point—including this sold-out Miu Miu designer mini skirt—Vintage Frills takes accessibility even further. Anyone who visits the store can browse through a $5 rack filled with colorful dresses, office essentials, high-quality jeans, and other clothes at an extremely reduced price. With that, Vintage Frills is dedicated to competing with the increasingly rising fast fashion prices—which defy the very core of why the industry was founded while still fueling environmental damage.

“The goal is to help every client curate a wardrobe they are truly happy with. Vintage Frills has it all – bottoms, tops, cardigans, dresses, shoes, blazers, and so much more,” she adds. “Whether you visit the Red, Yellow, Blue, or Neutrals room, you will find something you love—without unnecessary hassle.”

At Vintage Frills, customer satisfaction meets sustainability, fostering an inspirational space where fashion dreams come true without damaging Mother Nature. While the need is dire, going vintage can achieve a brighter future. As awareness rises and more and more people choose conscious practices—especially the generations of tomorrow—Vintage Frills and stores alike stand at the forefront of a powerful movement, one that honors the past while championing a thriving future.