Humana Vintage: Sustainability for the Community of Fashion Lovers in Milan
Our team visited the shops by the company combatting consumption in the ever-polluted city of Milan
Lain Barcelona, Margarita Kolpakova, Scarlett Allen
Milan, Italy is known to many as one of the top fashion capitals of the world, but with the value of the global second-hand market hitting record highs. According to Fortune, the vintage and thrifting market is predicted to reach roughly three hundred and fifty billion dollars by 2027. Humana Vintage is seen at the center of this uprising.
Humana Vintage is a European-based organization with approximately 535 stores located throughout Europe. According to Humana’s website, this organization is “not just about sustainable fashion, circular economy and development projects. It is a commitment to stimulate and collect the small gestures that transform the world, making it a more welcoming place, for everyone.” Humana ensures that each of its many stores is uniquely and meticulously curated to allow preloved garments a second chance and to give customers a unique shopping experience in each store. Humana Vintage’s in-store and online selections include “clothes, bags, shoes, and accessories from the 60s to the 90s just waiting to continue writing their story.” With the ever-growing push for sustainability and the resurgence of vintage styles and aesthetics, Humana Vintage fills a market that many consumers are willing and enthusiastic to tap into. Humana insists that “ethics and aesthetics can and must coexist,’’ especially in the fashion world. Throughout their actions, whether it be their sourcing, pricing, or giving back, they consistently show their concern for their customers and the environment.
In an interview with an anonymous employee at Humana Vintage, we learned an insider’s point of view on the popular vintage shop. When simply asked about the daily audience in the shop, she immediately raved about the diversity of the customers. The employee described seeing families and young people alike, connecting over their love of fashion and hearing a multitude of languages every day. With the overflowing diversity that the shop receives, we began to question why this broad audience may come in. When looking into the values of Humana, our questions were answered. Humana presents secondhand sustainability in a new and different way. Providing both vintage and modern styles of clothing at highly affordable prices, they are able to attract any audience. When describing the clothing provided, an employee stated, “I believe anybody off the street could come in and find one item they love.”
Humana’s mission statement includes their passion for connecting those worldwide. International students seeking a greater cultural understanding may find Humana to be the perfect shop. With their locally sourced clothing, students shopping at Humana are helping the local environment while immersing themselves in Italian culture. At Via Edmondo de Amicis, 45, less than a 5-minute walk from the international building at Università Cattolica del Sacro Cuore, students may be able to take a break from school and immerse themselves in the eclectic atmosphere of Humana Vintage, where every garment tells a story and every visit is an opportunity to discover something new.
The Humana Vintage & Second Hand shops are located in 45 countries around the world including 535 stores in Europe and 14 in Italy alone. Since Milan has a world-renowned fashion culture, shopping through the wardrobe of Milan citizens may give students a deeper look into what Milan represents as a city.
Upon entering, you are immediately immersed in a stylish world. The retro atmosphere, beautiful interior design, and pleasant music may draw in any crowd. It is very clear that Humana Vintage not only curates their clothing selections but also their stores’ ambiance. This extra touch really emphasizes the importance of culture and belonging in their brand.
The music and interior reflect the eclecticism of Humana. They display a mock vintage television, ornate Victorian mirrors, and fittings rooms with a 2000s vibe. Stepping into their vintage space, you may be transported to whatever era you prefer. While exploring the store, customers may be accompanied by catchy tunes from all generations.
Most importantly, Humana’s diverse selection of clothes will captivate any shopper. Their clothing is organized by colors, type, style, seasons, and gender organize their clothing. With racks carrying business casual, daring leather jackets, sundresses, and everything in between, it is clear that Humana carries something for everyone. Humana perfectly finds the balance between eternal classics and modern style.
Many international students may fear entering Italian spaces as the language and cultural barrier may be daunting; however, Humana is equipped with convenient signs in Italian and English. These signs are located above each item section, and entrances. Additionally, the employees at Humana can communicate with customers despite language differences. Whether they put in the extra effort to communicate slowly or through gestures, they make the store visitors feel at ease during this experience. The combination of foreign and local cultures makes the environment reflect the dynamic nature of Milan.
Humana also provides an opportunity to explore culture through clothing. All items of clothing found at Humana Vintage are brought in by people who visit the store, whether they are frequent shoppers looking for store credit, or locals trying to donate their items, rather than throwing them away. This offers international students a first-hand peek into the lives, closets, and fashion choices of the residents of Milan.
In addition to fostering cultural connections, Humana Vintage embodies principles of sustainability and affordability. With a commitment to reducing waste and promoting circular fashion, Humana Vintage offers a sustainable alternative to fast fashion through the resale of pre-loved clothing. By opting for vintage clothing, students can contribute to environmental conservation efforts while expressing their personal style. Along with their sustainable efforts, Humana offers a much lower price range than other popular fashion stores. At the end of each seasonal collection, Humana begins discounting their merchandise to prices as low as three euros for quality garments. These actions allow shoppers of all backgrounds, tastes, and lifestyles to shop and enjoy the variety of Humana Vintage’s wide selection of clothing.
At the time of publishing, there is currently a new collection containing spring items. However, do not fret if you miss this opportunity, new collections drop sporadically throughout the year. As the inventory is depleted, new garments are debuted.
What does this have to do with people studying or traveling in Milan? Well… Fashion culture within Italy is, for lack of better words, intimidating and overwhelming, especially for students. Humana Vintage takes away a lot of pressure and uncertainty by giving shoppers the chance to buy fashionable clothing at incredible prices. When visiting their stores, prices generally range from two to twenty euros. The majority of the items’ prices fluctuate based on item, brand, wear, and style. Each type of item has its own place in the stores and the racks clearly label the type of item, gender, age range, and sometimes the starting prices. Additionally, there are also “special” racks dedicated to designer and more well-known brands. The items on these racks tend to be priced between fifteen and fifty euros depending on how high quality the brand and item itself are. Both selections and price ranges found in the store are highly affordable and convenient, providing shoppers with easy access to exactly what they are shopping for and within whatever price range they desire. All of these qualities of the Humana Vintage in-store experience contribute greatly to the easygoing experience and accessibility of the stores. With organization based on item, price, age, gender, and brand, it is extremely easy for shoppers to find exactly what they are looking for within the perfect price range.
Embodying values of sustainability, cultural immersion, and affordability, Humana represents the change that many students want to see in the fashion industry. Humana’s commitment to sourcing, pricing, and community engagement makes their shops a must-go for anyone interested in learning about Italian fashion. For international students navigating Milan’s bustling streets, Humana Vintage offers more than a shopping experience — it’s a cultural immersion. With its strategically located stores and diverse selection of clothing, Humana Vintage invites students to explore, experiment, and express themselves through fashion.
