Kenya’s secondhand clothing market, popularly known as the Mitumba industry, has undergone a dramatic transformation driven by shifting attitudes toward thrift fashion and the rise of modern, accessible thrift stores. For years, wearing secondhand clothes was unfairly linked to poverty, but today the perception has evolved. Younger consumers, especially those active on TikTok and Instagram, increasingly view thrifting as a stylish, affordable, and creative way to express individuality. Stores such as Think Twice Kenya and Budget Wear have played a central role in this shift by offering neatly arranged shops, curated collections, and enticing discount days that attract a steady stream of bargain hunters. As a result, thrifting is no longer a fallback option but a mainstream fashion culture embraced by millions.
The explosion of social media has accelerated this growth. Influencers and everyday shoppers regularly post their Gikomba hauls, styling videos, and thrift transformations, turning secondhand shopping into a form of entertainment and online community building. These digital trends have helped normalize thrifting and reposition it as a cool, eco-friendly lifestyle choice. At the same time, Kenya’s Mitumba industry has become a significant economic force. It employs an estimated two million people, spanning retailers, wholesalers, transporters, and upcyclers. The government also benefits from billions in tax revenue generated through secondhand imports. As demand grows, so does the industry’s ability to create new opportunities, particularly for youth and small business owners who rely on thrift-based entrepreneurship for income.
Environmental awareness is another factor fueling the rising popularity of Mitumba. With global concerns about textile waste and pollution, many Kenyans are choosing secondhand fashion as a way to reduce their carbon footprint. Buying pre-loved items extends a garment’s life and reduces landfill waste from fast fashion. Ultimately, the Kenyan thrifting movement reflects a broader cultural shift toward sustainability, affordability, and self-expression. As stores like Think Twice Kenya and Budget Wear continue to innovate and social media trends push thrift culture further into the mainstream, it is clear that secondhand fashion is not just a trend — it is a lasting part of Kenya’s evolving fashion identity.