In the last decade, the fashion industry has faced increased scrutiny over the unethical treatment of its workers and unsafe working conditions in factories, sparking a shift amongst its global consumer base. With these revelations, our consumption habits are being called into question, challenging us to assess how often we buy things and at what expense. Spearheading this call to action are Millennial and Gen Z consumers, who are simultaneously calling for greater transparency from the fashion industry while exploring alternative ways to shop.
One alternative option being explored is thrift shopping, which has risen in popularity over the past few years. With thrifting, consumers have the added bonus of one-of-a-kind pieces, which also adds to its appeal, while still taking a more ethical approach to shopping. One platform that’s doing this is Frugirls– a Nigerian brand that specializes in selling pre-owned items on Instagram. Owned by sisters Onyeka and Ifeoma Nwobu, they’re committed to making their customers look good while slowing down consumer habits in the process. FEMME MAG sat down with the sisters to speak about thrift culture in Nigeria, instant gratification and our responsibility as consumers.
What inspired you to create a platform like Frugirls that encourages young womxn to save and thrift shop?
Onyeka: I think for me, Frugirls was fostered by our personal experiences, it’s literally how we grew up. There are 6 of us from a middle income earning family so our mum had to be very smart with shopping. She made sure we had the best things and appeared super stylish without breaking the bank. So, when I started shopping for myself, I was already conscious about the fact that I can actually look good without going broke, and I wanted girls like myself and Ifeoma to have the same experience.
Ifeoma: From my end, my personal experiences as a young stylish girl who could not actually afford the cool stuff birthed the need to create a platform like what we have now. So instead of breaking the bank just so that I could afford cool clothes, I looked at my experiences from a problem-oriented perspective instead and was certain there were other girls like me. The next step was thinking of solutions to that problem and boom – Frugirls
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- Ifeoma Nwobu
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- Onyeka Nwobu
There’s an increased concern about our consumption habits and how much we’re buying. What do you think is responsible for this shift?
Onyeka: I believe that people are finally beginning to understand the fact that any action (big or small) has an impact on our environment and social media has played a huge role in bringing this to our consciousness. It’s almost like a new wave of sustainability just hit and a lot of the brands that people aspire to are spreading the word, educating people and even taking actions towards building a healthier environment.
Ifeoma: A lot of global fashion platforms have raised and are still raising conversations about sustainability and more eco-friendly production/ consumption habits so we inadvertently start to learn about these things because we are the audience. I also think that another reason for this awareness is because we are gradually realizing how adversely affected we are by our own consumption habits. When these issues that seemed so far away become more personalized, we start making more informed decisions about them.
Where do you think thrift culture is in Nigeria at the moment? Are people receptive to it?
Onyeka: Haha, this thrift thing has caused so much wahala but I feel like the younger Nigerian generation has become a lot more receptive to thrift. I say this because growing up, thrift in its entirety was demonized because God forbid you actually buy something that someone has already worn! Do you know the spirit the owner has carried?! (and other ridiculous things. Lol). The next generation is a lot less superstitious and are more open to thrift culture. The other thing would be that for the longest time, thrift has been seen to be something for “poor people” and has to be “cheap”. It’s honestly ridiculous – thrift is a lifestyle. It’s that simple.
Ifeoma: Thrift culture is definitely a thing in Nigeria. Nigerians thrift a lot but it is either they do so without knowing that there is a proper term for it, or some Nigerians just refuse to accept the term “thrifting”. This is because the word “thrift” has been given negative connotations over time. People see it as a dirty word. It’s why some people are sometimes ashamed to be seen in places like the market.
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Frugirls exists at an intersection between looking good and saving money – something that many Nigerian womxn are looking for. Do you think it’s difficult to shop on a budget in Nigeria and not compromise on quality?
Onyeka: I think that the first thing womxn, and people in general, have to understand is that a higher price doesn’t always equal higher quality. For certain things, yes. However, there are certain things like clothes and furniture even, that don’t necessarily fall into that category. So, no, I don’t think shopping on a budget should automatically mean compromising on quality and that’s exactly what Frugirls is striving to demystify. It’s also important to understand that shopping on a budget is also VERY relative and doesn’t mean shopping something at an insanely low price.
Ifeoma: I wouldn’t describe it as “difficult”. What I would say is that like everything else in the world, shopping on a budget comes with its own disadvantages. The problem, however, is that some people have extreme expectations. For example, people assume that when they are thrifting clothes, it must always be ridiculously cheap otherwise they feel cheated. The truth is thrifting only makes sense comparatively. So when you see the price of something on a thrift platform, ask yourself, “how much would this cost if I went to the original source to buy?”.
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Fast fashion has led to an increased demand for instant gratification. We see something and we want it now. How has Frugirls helped disrupt this practice?
Onyeka: I mean, Frugirls is definitely disrupting the way instant gratification is practised in our own little capacity right now. It’s human nature to want to be instantly gratified, you definitely can’t take that away but my question is, “at what cost are you gratifying people instantly?”. If everyone took some time to shuffle their wardrobes, the clothes would go around without any extra production process. I honestly would encourage people to adopt more thrift culture!
Ifeoma: Instant gratification is not overall a bad thing. What sets the good and bad apart are the costs that come with satisfying those desires. With thrifting, either in fashion or otherwise, the reason to satisfy this gratification instantly is usually backed by the knowledge that you will save a lot more money, you will reuse/recycle things that someone else no longer has a need for and you are fairly confident that that particular item might not be found anywhere else so it now belongs exclusively to you. This cannot really be said about fast fashion in many cases.
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- Onyeka Nwobu
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- Ifeoma Nwobu
What are your top 3 tips for anyone interested in thrift shopping in Nigeria?
Onyeka:
- Don’t shop thrift at night.
- Almost everything is negotiable.
- Follow and shop Frugirls.
Ifeoma:
- Genuinely try to understand how thrifting helps us all.
- Don’t be shy. A lot of things are negotiable.
- Follow Frugirls on Instagram and support the movement.
Image credits/ Instagram: Frugirls
