When considering secondhand industry in relation various urban consumer cultures, Portland, Oregon, emerges as a unique case study. Business Insider is one among many media outlets that has praised the city of Portland for being “America’s Greenest City” (Insider et al. 2016). Portland also happens to be popularly considered a haven for people who love to dig through thrift, consignment, and vintage stores (Dawn 2012). With 93 registered consignment and thrift stores, one of the highest per capita in the US, it is not difficult to see how Portland gained such a reputation (“Thrift Stores” 2016). These various stores cater to unique and overlapping consumer bases. Could the “green” mentality of Portland be linked to the successful secondhand economy?
It is significant to note that Portland is also the most gentrified city in the United States and has a thriving urban poor population (Butz 2012). This spatial difference in wealth is demonstrated in the disproportionate amount of minorities and less affluent individuals located in Eastern and Northeastern Portland. Beyond bringing into question different motivations for shopping at thrift stores, Portland’s demographics indicate to us that individuals of different economic statuses and backgrounds may have varying access to thrift and consignment stores. For example, many vintage boutiques are located in downtown, whereas the Goodwill Outlet is located on the outskirts of Southeast Portland. Through the popularity of thrift shops, praise for sustainability, and defined gentrification, Portland is a critical location to consider the consumer values and experience with the rise of second-hand store popularity.