Kassel shines again: 18-year-old opens trendy vintage shop 34Vintage!

Kassel shines again: 18-year-old opens trendy vintage shop 34Vintage!

The love of fashion can take many forms, and a very special one can be seen in Cologne. This is where 18-year-old Michael Fichter opened his vintage shop “34Vintage”, which not only delights customers with unique pieces, but also represents a new chapter in his life. Fichter, who overcame the challenges of cancer, dropped out of school after graduating from secondary school in order to fully concentrate on his passion. “Fashion has always been a hobby of mine,” says the young founder proudly.

The new location of “34Vintage” is at Friedrich-Ebert-Straße 82, a fashion district that is teeming with creative potential. The store was previously located at Friedrich-Ebert-Straße 34, but the rent at the old address was too high, which motivated Fichter to take this step. The number in the name also refers to the Kassel zip code, which brings a festival atmosphere to the mainly young customers who also frequent the nearby kebab shop Crunchy Kebab.

Vintage — A growth market

Fichter is not the only one who has recognized the vintage trend. According to recent studies, the market for used fashion is growing three times as fast as the entire fashion industry. In Europe, each person buys an average of 26 kilograms of clothing per year, 40% of which is rarely worn or thrown away. These statistics show that Generation Z (15 to 30 years old) is increasingly placing more value on sustainability and is willing to invest in high-quality vintage pieces.

Leonie, a 27-year-old fashion design student, describes shopping for vintage clothing as a “digital treasure hunt.” This work, often conducted in different languages, particularly appeals to the younger generation who are looking for a larger selection and at the same time an individual style. Professor Elke Gaugele explains that vintage shopping today is less dependent on crowded stores and is increasingly taking place online.

Quality has its price

When it comes to the shopping experience at Fichter's store, 34Vintage stands out from traditional thrift stores because prices tend to be higher. A down jacket from the “Blauer. USA” brand, for example, costs around 150 euros. These prices could potentially deter younger shoppers, who often criticize that vintage pieces are more expensive than new clothing. Nevertheless, Generation Z often recognizes better workmanship when purchasing vintage and considers it important to pay attention to fair production conditions.

Fichter has also set up a web shop through which a large part of its sales are generated. The store will soon include a Hermes parcel shop function, further increasing the attractiveness of its offering. He also manages to reach a wide range of interested people through social media, especially TikTok. Some of his clips reach over 90,000 views — a clear sign of how important online presence has become for small businesses.

In conclusion, it can be said that the opening of “34Vintage” is not only a new beginning for Michael Fichter, but also shows that the vintage trend has become an integral part of the fashion world. It remains exciting to see how the second-hand fashion landscape will continue to develop and what influence it will have on the purchasing decisions of future generations.