WITH a shift towards more socially and environmentally conscious consumption, shopping secondhand has never been more popular.
Long before it was trendy, local siblings Benjamin, Isaac and Esther Troup were rummaging through the abundance of ‘op’ shops in the Barossa in search of vintage finds.
The trio have turned their hobby into careers, establishing multiple fashion brands and their most notable venture, the controversially named My Dead Grandpa.
In a familiar tale for small business owners, the troup’s first brand, Vintage Pizza, struggled to see sustainable returns.
“We put more man-hours into it than we ever saw dollars in the bank,” Benjamin said.
“We really just did it for the love of vintage more than anything.”
With the growing popularity of vintage markets that pop up sporadically, the troup recognised the need for a more permanent place to shop multiple brands in one space.
A year after opening their flagship store in Adelaide’s CBD, My Dead Grandpa is a flourishing collective of more than 40 businesses from across Australia.
Facing backlash for the shopfront’s cheeky name, Benjamin assures customers that it was simply his “late grandpa’s wish to have our business named after him”.
“Let’s call a spoon a spoon,” Benjamin said.
“The reality is that we are wearing dead people’s clothes. My Dead Grandpa pays homage to the well-dressed grandparents who have passed on and left their wardrobes to us, people who appreciate each piece and strive to have them last for generations to come.”
So why has shopping second-hand become such a hot trend? Ben attributes it to the thrill of the hunt.
“I love the scarcity and collectability behind it all. It’s kind of like Pokémon for adults.”
With fast fashion being infinitely accessible, the finite nature of vintage is enticing new thrifters every day.
“Shopping vintage ensures you never rock up to an event wearing the same thing as someone else,” Esther said.
“You can’t buy the same quality and uniqueness from modern brands.”
Despite the commute into the city, the Barossa community has rallied around the Troups in support of their venture.
“When we opened, I told some people in my local coffee shop that I had started a business in the city, not expecting anyone to come. Since then, nearly everyone has come into the store,” Esther said.
While My Dead Grandpa’s customer base has mostly consisted of Gen Z shoppers, the Troup clan is keen to see more mature patrons visiting the store.
“When we do have older customers visit, many comment on how walking into the store is like stepping back into their childhood”, Esther said.
“I’ve watched customers be totally overwhelmed with nostalgia when they see the TV they grew up watching, or the Tupperware set their mum had – it’s really a magical thing.”
Visit My Dead Grandpa at 10-16 Ranelagh St, Adelaide, from Tuesday to Sunday.
