Stake logo



How modern companies are profiting in the resurgence of vintage trends.

As the saying goes, “one person’s trash is another person’s treasure”. Vintage is once again in fashion as companies look to take advantage of the renewed taste for the products of yesteryear.

Why the preference for the old all of a sudden? It could be explained by a turn towards more sustainable fashion. According to ThredUp ($TDUP), a listed online thrift store, around 36b items of clothing are thrown away in the U.S. every year. A shocking 95% of these items could likely be reused. With sustainability fully in fashion, companies like ThredUp are filling the demand for second hand clothes. In fact, the company expects the resale market to reach US$47b by 2025.

One of the most globally recognisable jeans is the Levi’s 501 ($LEVI). First produced in the 1870s, the iconic jean can be credited with popularising a staple of fashion. This is likely why Levi’s clothing of the past are worth serious money. In 2014 a pair of vintage 501s from the 1950s sold for over US$5,000.

The obsession with old Levi’s jeans is not news to the company. In fact, they actively exploit the market’s demand by slightly modernising old designs and selling the ‘new’ versions. For example, you can currently purchase the 1993 and 1980’s 501 from Levi’s website. As the company says, “all the vintage-fit magic. Zero thrift store digging”.

Not to sound like a broken record (one and only record joke), but vintage extends beyond just clothes, with records and old games also receiving the vintage treatment. For instance, an unopened, sticker sealed 1985 Super Mario Bros sold for US$2m in August 2021 ($NTDOY).

Then there is vinyl. In the first half of 2021, vinyl outsold digital album sales by 6.3m copies. In fact, the 19.2m vinyl albums sold in the first half of 2021 was a 400,000 increase compared to all of 2019’s sales, according to Forbes.

Vinyl sales are not only coming from back alley, niche shops. Mighty Ape, the company ($KGN) purchased for $122m back in 2020, has 6,039 different vinyl albums for sale.

Staying within the vintage theme, our latest line of merch puts a market spin on some of your market favourites. Warren. Cathie. Whitney. Michael. These are CEOs who inspire us to think bigger, invest smarter and lead the charge. So naturally we decided to immortalise them in vintage T-shirts. Take a look below, or follow us on Instagram @hellostake to learn how to get your hands on this one-time-only collection.


Want more?

You know what to do

Insights, trends and company deep dives delivered straight to your inbox.

Stake logo
Over 7,000 5-star reviews
App Store logoGoogle Play logo

Subscribe to our free newsletters

By subscribing, you agree to our Privacy Policy.

Stakeshop Pty Ltd, trading as Stake, ACN 610105505, is an authorised representative (Authorised Representative No. 1241398) of Sanlam Private Wealth Pty Ltd (Australian Financial Services Licence No. 337927) ('Sanlam') and an authorised representative (Authorised Representative No. 1241398) of Airwallex Pty Ltd (Australian Financial Services Licence No. 487221) ('Airwallex'). Stake is not authorised by Airwallex under Airwallex’s AFSL to arrange for clients to be issued with securities as Airwallex is not authorised under its AFSL for this purpose. Stake is not authorised by Sanlam under Sanlam’s AFSL to arrange for clients to be issued with a non-cash payment facility as Sanlam is not authorised under its AFSL for this purpose. Stake SMSF Pty Ltd (‘Stake Super’) is not licensed to provide financial product advice under the Corporations Act. This specifically applies to any financial products which are established if you instruct Stake Super to set up a self managed super fund (‘SMSF’). When you sign up to Stake Super, you are contracting with Stake SMSF Pty Ltd who will assist in the establishment of a SMSF under a ‘no advice model’. You will also be referred to Stakeshop Pty Ltd to enable your trading account and bank account to be set up in order to use the Stake Website and/or App. Stakeshop Pty Ltd will also run marketing and promotions to you under. For more information about SMSFs, see our SMSF Risks page.The information on our website or our mobile application is not intended to be an inducement, offer or solicitation to anyone in any jurisdiction in which Stake is not regulated or able to market its services. At Stake and Stake Super, we’re focused on giving you a better investing experience but we don’t take into account your personal objectives, circumstances or financial needs. Any advice given by Stake is of a general nature only. As investments carry risk, before making any investment decision, please consider if it’s right for you and seek appropriate taxation and legal advice. Please view our Financial Services GuideTerms & ConditionsPrivacy Policy and Disclaimers  before deciding to invest on or use Stake or Stake Super. By using our website or service in any way, you agree to our Privacy Policy and Terms & Conditions. All financial products involve risk and you should ensure you understand the risks involved as certain financial products may not be suitable to everyone. Past performance of any product described on this website is not a reliable indication of future performance. Stake and Stake Super are registered trademarks in Australia.

Copyright © 2024 Stake. All rights reserved.