From past-season styles hunted down on Depop to rare vintage treasures, nothing gives us a thrill like successful secondhand shopping. It’s not just our wardrobes filled with pre-loved pieces either; our kids can often be found in hand-me-downs from friends and family or pieces snapped up on our weekly charity shop trawls. Right now though, the best place to find amazing vintage or pre-loved kidswear is your Instagram feed.
Yep, from original OshKosh dungarees to 1980’s Peter Pan collar party dresses, the sellers behind this new crop of Insta boutiques have a seriously good eye. Many, like The Little Edit, were set up during lockdown. “There are so many great pre-loved and vintage accounts on Instagram and with shopping in real life not being an option during lockdown I think people turned to Instagram accounts to shop”, says founder Rosa. And They Wear founder Lucy agrees: “Kids vintage has definitely become more popular in the last couple of years, and lots more companies have started selling kids vintage clothing which is great. But I still don’t think it’s a natural choice for parents to shop vintage for the kids. It tends to be the more ‘special’ pieces people buy and rather than the everyday.”
It shouldn’t be though. Not only is shopping secondhand better for the planet, but the clothes are better too. “The great thing about vintage is the quality,’ says Rosa, ‘Some of the most treasured pieces in my son’s wardrobe are the ones that are 30 plus years old. They are also the hardest to find, which I think is why it is becoming so popular.”
Some of the Insta boutiques work on a ‘drop’ or ‘edit’ basis, where products go live (either on the feed or on Stories) and are sold on a first-come, first-served basis. Needless to say, you’ve got to be quick. So, whether you want to shop more sustainably or just want to dress your kids in something a little different, we thought we’d share the kids vintage accounts we love to follow and think you will too.
Former fashion buyer and kidswear stylist Lucy launched And They Wear around three years ago after having her first child and being made redundant. During her time as a buyer, Lucy started collecting vintage kidswear and soon she’d amassed an archive of pieces sourced everywhere from Texas to Oslo. Finding the pieces herself is integral to Lucy’s brand – she avoids wholesalers because she wants to have a personal connection to everything she sells. Online, you’ll find retro Adidas tracksuit tops, sweet smocked dresses and the cutest knits, which Lucy says have become a signature And They Wear’s signature style. The best bit is that when your little one has outgrown their And They Wear piece, you can return it (as long as it is in good, resaleable condition) and get 25% off your next purchase. If you’re London-based, And They Wear regularly sells at Leyton pop-up space @thisishost – check out their Insta feed for the deets on the next IRL shop.
Shop And They Wear here.
If OshKosh dungas and a pair of super-cool sneaks sound like the best kids outfit ever, you’ll love The Little Edit. Founder Rosa started the account during lockdown 2.0 (her background is kids trend and design) when she was on maternity leave and wanted a place to sell the clothes her son had outgrown alongside styles she sourced. We’ve never seen an OshKosh collection like The Little Edit’s – everything from classic denim to kitsch printed styles and rare vintage editions. On the trainer front, you’ll find Converse in bold colours and the best prints (hello, giraffe), checkerboard Vans and cool Crocs – seriously, you’ll wish they came in your size. The Little Edit works on a “drop” basis: everything is uploaded to the feed on a set date and time, and if something catches your eye, comment “me” – the first person to comment gets to buy. Rosa will then send you a DM to arrange payment.
Shop The Little Edit here.
Owned by sisters Chloe and Hannah, the E’s of E&E stand for Evelyn and Errol (two of the three children they have between them). Launched in 2015, E&E offers standout vintage kidswear and deadstock hand-selected by Chloe and Hannah. As mums, they understand how quickly kids outgrow clothes, so wanted to create a shop that helped parents reduce waste and lower their carbon footprint. E&E’s Insta feed and website features everything from handmade Liberty print dresses to the coolest retro knits and more OshKosh dungas – officially the most wanted kids vintage item right now.
Shop E&E Kids Vintage here.
As is often the case, having children made mum of two Nat think about her impact on the world. Alarmed by just how quickly her kids grew out of clothes, she started to source quality clothes that were made to last and could be handed down and loved for years to come. Her vision with Worn By Littles is to create “a future for our children that is well-sourced and well dressed”. Via her Instagram and website, Nat sells standout denim, unique dresses and the coolest dungarees, worn and handed down “from little to little, within families, between friends and finally from me to you”. As well as pieces available on the website, look out for fresh “edits” going live on the Worn By Littles Insta feed.
Shop Worn By Littles here.
Isabel started the Kiddie Vintage Instagram to buy and sell preloved kids clothes as a hobby, but it soon became a lot bigger than she’d anticipated. Encouraged by her mum to start a proper online store, she enlisted her two sisters and the collection of vintage pieces has grown and grown. On Insta and the Kiddie Vintage website, you’ll find iconic retro brands like Ladybird, Adams and ELC alongside the most beautiful hand-knitted pieces. There’s also a brilliant denim edit and a clearance section where you can snap up a preloved bargain.
Shop Kiddie Vintage here.
90s Laura Ashley dresses and 70s psychedelic prints are among the treasures you’ll find at Bertie Vintage. Launched to offer something a little more elevated than the pieces you might find in charity shops or on eBay, Betie’s hand-picked styles are in pristine preloved condition. One to remember when you’re looking for a gorgeous Christmas, birthday or special occasion outfit for your little one.
Shop Bertie Vintage here.
Former vintage store owner and artist Catherine launched MightyMoon Kids this year, and her site and Insta feed are filled with preloved pieces that mirror children’s active and curious nature. In her words “being a kid is a magical journey through play and exploration, and their clothes can be both them things too”. The prints, colours and designs are super-playful – there’s lots of 80s and 90s Disney, vintage Levi’s and gorgeous embroidered Mexican dresses. Catherine is forever on the hunt for the coolest vintage kidswear and updates the site with new finds every two weeks. Oh, and for every piece sold, Mighty Moon Kids plants a tree via @cauverycallingproject.
Shop Mighty Moon Kids here.
Founder Kayleigh launched Be Diddy in 2020. Alongside Instagram and the website, the brand has just opened a gorgeous bricks and mortar store in Manchester’s cool Chorlton area. Kayleigh wanted to create a store with a laid back feel where everybody is welcome, and she’s nailed it. The focus is on cool kids vintage – tons of OshKosh as well as preloved Birkenstocks and Dr Martens – and Kayleigh only sells things she loves and “would sell to her mates”. Alongside the vintage, you’ll find sustainably made accessories and inclusive toys – it’s the ultimate one-stop kids’ shop.
Shop Be Diddy here.
Margate-based Mags & Moo offers affordable vintage clothes for 0-14 years. From 50s smock dresses to 90s Sweater Shop knits (remember those?) Mags & Moo’s pieces are kitsch and incredibly cute. The coat edit is especially good, offering everything from camo shackets and leather bikers to cosy shearling quilted puffers.
Shop Mags & Moo here.
Les Petits Champignons founder Phyllie’s love of vintage came from her mother, who believed that “beautiful things should be passed through many hands”. As a child, she was often in hand-me-downs, and, after having two children of her own, she realised that getting wear out of all the new clothes they are bought is practically impossible. Left with an ever-growing pile of clothes – many still with tags on – during lockdown she launched Les Petits Champignons to encourage sustainability and rotation. Online you’ll find brand new and never worn pieces alongside pre-loved styles. Brands range from Liewood and Liberty to H&M and Zara, and as well as clothes you can shop weaning utensils, accessories, Miniland dolls and more.
Shop Les Petits Champignons here.