The Losing Essence of Ukay-Ukay

Online thrift stores have taken this sustainable shopping culture and turned it into a fashion statement—at a hefty cost.

Words Patricia Angela Moslares
April 14, 2025

Ukay-ukay has long been a haven for budget-conscious shoppers—a treasure hunt where patience and a keen eye could uncover branded pieces at unbeatable prices. It's more than just shopping; it's an experience, a culture, and for many, a necessity. However, with the rise of Instagram thrift shops charging exorbitant prices for curated second-hand clothes, the true essence of ukay-ukay is beginning to fade.

A cultural and sustainable movement

Even before the rise of Instagram thrift shops, ukay-ukay was gaining popularity among younger generations, valued not just for affordability but for the uniqueness of its pieces. Originally for budget-conscious shoppers, it has become a sustainable alternative to fast fashion.

Unlike mass-produced clothing, which harms the environment and supports unethical labor practices, ukay-ukay offers a way to express individuality while reducing waste. Young shoppers enjoy discovering vintage and quirky items, making thrifting both stylish and eco-friendly. The culture thrives on the thrill of finding something unique at a fraction of the price.

From affordability to exclusivity

Ukay-ukay was built on affordability, providing quality clothes for budget-conscious shoppers, often as low as ₱10. However, some online thrift stores are repackaging this culture as exclusive and premium, erasing the accessibility that made it appealing.

Instagram thrift shops market items as “vintage” or “rare,” often pricing them at ₱1,000 or more, while a dress that once cost ₱150 now sells for ₱1,800 simply because it’s been “handpicked” and styled. What’s troubling is that some sellers source their items from the same stores where others buy at much lower prices.

While these sellers provide convenience and style, the rising prices now make what was once an affordable alternative to fast fashion feel just like the trendy, expensive clothing it aimed to oppose.

Keeping the spirit of ukay-ukay alive

Ukay-ukay has long been a powerful act of sustainability, keeping clothes in circulation and making slow fashion accessible through its affordability. The rise of online thrift shops has made thrifting even more convenient, reaching a wider audience. However, if second-hand clothing starts costing as much as retail items, fewer people may turn to thrifting for sustainability and instead revert to fast fashion for its affordability.

Thrifting should remain a movement for conscious consumerism, not just a profit-driven trend. The essence of ukay-ukay has always been about sustainability, affordability, and the joy of discovery, not about who can afford rare second-hand pieces.