Why More Men Are Turning to Pre – Loved Fashion

For a long time, the conversation around pre-loved fashion has focused largely on womenswear. But according to North London retailer One Scoop Store, that’s beginning to change.

The independent business has recently opened a second shop on Stoke Newington Church Street, with a larger dedicated menswear offering after seeing growing interest from male customers looking for quality, well-made clothing.

Founder Holly Watkins says more men are shopping pre-loved because they’re looking beyond fast fashion.

“We’ve definitely seen more men coming into the shop looking for pieces that feel unique and well made. They’re often interested in classic styles and quality rather than buying lots of new clothes.”

While sustainability remains part of the conversation, Holly believes it isn’t always the main reason people walk through the door.

“I think people enjoy the experience of finding something they wouldn’t see on every high street. Every piece is different, and that’s part of the appeal.”

The expansion of the menswear range reflects a wider shift in shopping habits. More customers are choosing to invest in clothing they’ll wear for years rather than buying into short-lived trends, with pre-loved offering access to better-quality garments at accessible prices.

As an independent retailer, Holly also sees the value of helping clothes stay in circulation for as long as possible. Before items reach the shop floor, she checks each one individually, carrying out small repairs such as replacing buttons or mending minor holes herself. More specialist alterations, including zip repairs, are completed by a local tailor, helping extend the life of garments that might otherwise be discarded.

It’s a small part of the business, but one that reflects the wider principles behind the circular fashion economy: buying well, caring for clothes and keeping them in use for longer.

The opening of One Scoop Store’s second location also highlights the role independent retailers play in supporting local high streets. Businesses across areas such as Stoke Newington, Islington and Haringey are helping to make circular fashion more accessible while offering shoppers an alternative to mainstream retail.

For Holly, the appeal of pre-loved fashion goes beyond sustainability.

“People love finding pieces with character. Whether it’s a designer label, a great vintage jacket or something completely unexpected, it’s about discovering clothes that feel personal.”

As more men embrace resale, pre-loved fashion is becoming less of a niche and more of an everyday way to shop. For independent retailers like One Scoop Store, that’s creating new opportunities while encouraging customers to think differently about how they build their wardrobes.

One Scoop Store, for men and women, 136 Stoke Newington Church Street, London N16 OJU.