Morris, who quit her job as a book publicist in 2011 to run her markets full-time, is the first to admit that she was surprised Round She Goes has stood the test of time so successfully.
Morris weathered the fast fashion boom and today, as people increasingly shun poor quality, unsustainable clothing, second-hand shopping is providing a way to shop environmentally on a budget – it’s also become unequivocally “cool”.
“The market always appealed to women in their 30s to 50s, but now we’re getting younger people who were probably children when we started,” Morris said.
Melbourne’s market scene is now bustling with competition, such as Revamp Clothing Trade and Hunters Markets.
“The energy and ambience are what makes it,” Morris said. “You can’t substitute the thrill of finding something in a market.”
Morris chooses a mix of stallholders to suit different styles, sizes and ages, and while they are focused on women’s fashion, anyone is welcome.
Dez Ameti, a 28-year-old occupational therapist, turned her op-shopping hobby into a side hustle two years ago. She started by selling clothes on online marketplace Depop before testing out the market circuit with her mum, Barka.
Specialising in ’90s and Y2K fashion, she says her selection is most popular with shoppers aged 16 to 25.
“When I was younger, I’d be hyper-vigilant about people I know not seeing me walk into a Salvation Army store, but now people want to find something fun to wear on the weekend that no one else is going to have.”
And markets offer an extra perk: a little less time spent rummaging.
“People used to find good fashion treasures in op shops, but these days they’re really shopped out,” Morris said. “It’s where people send fast fashion they regret. With markets, you don’t have to weed through all the crap.”
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