INTERVIEW #16 EMS SECOND HAND
“ Second hand in our family is first hand. If we need something, we always search the second hand market before making a choice.”
What is Ems Secondhand and when did you launch?
It’s an online webshop with a curated selection of second hand gems, run by me - Em. I try to find things on trend, good condition vintage items, timeless pieces, premium brands as well as high street fashion with something extra (edgy, a premium-look-alike or quality material for example).
I’ve loved the search for hidden treasures since forever. As a kid I collected stones and shells, as a student I searched for bargains, as a newly examined journalist with an interest for fashion I looked for quirky and unique things to add to my wardrobe, and as a mom I wanted to find gently used things for my babies - and I also wanted them to know that second hand isn’t what it was when I was a kid. Something frowned upon. Second hand in our family is first hand. If we need something, we always search the second hand market before making a choice.
The idea of doing this for a living came to me about ten years ago. I planned to start online, I bought some deadstock and began stocking up. However an unplanned move to London put a stop to my plans and when the family a few years later had the opportunity to move on to New York we didn’t hesitate.
But once we were back in Sweden I decided to finally realize this dream of mine. The pandemic had me working from home and the extra hours I gained from not travelling to work was put into the shop.
Em’s Second Hand launched May 2020 as an InstaShop and the webshop opened almost a year later - April 15th 2021.
“Everyone loves treasures - right? But not everyone loves to search for them. I do, and I think I’m really good at it.”
What is the main idea behind the concept?
Everyone loves treasures - right? But not everyone loves to search for them. I do, and I think I’m really good at it. During my thrifting over the years I’ve found things that are perfect - just not for me. Not my style, my color, my size etc. But really great things that deserve to be used/worn again. Now I can offer these treasures to others and in doing so simplifying and enabling a circular living. At least in the wardrobe.
From where do you source your products?
From where do I not? Thrift shops, flea markets, Facebook groups, online stores etc.
Where do you get your inspiration from?
My dad. He taught me early on that one person's garbage is another person's treasure. My mom was always a little bit nervous when my dad brought me to the recycle station as it was usually rather contra-productive, we could leave with five things and come back with ten! A chair in need of a coat of paint, a perfectly good throw, a broken lamp that could be repaired (one time even an engine for a boat (!)) - things that only needed a little bit of TLC to be as good as new again. Not really my mom’s idea of decluttering.
Today I get inspiration from all over - from my fellow Instagrammers, people watching, fashion magazines, Pintrest - and from my children. They have an untouched sense of fashion, not compromised by anything or anyone. I love that.
“One thing I learned was to focus more on what gives energy and less on what doesn’t. And to be more selfish - what makes me feel good?”
What has been the largest gain up until now?
First of all it’s the messages from happy customers telling me how they used the skirt they bought for a special occasion - like when I recieved a picture from a family christening, or when they tag me on Instagram and I get to see the things I’ve found get a new life - I love that!
But also - to me personally one large gain has been my well being. I do work full time with something else, and just before the pandemic I was on the verge of burn-out. I participated in a stress management education and was luckily able to get well just in time. One thing I learned was to focus more on what gives energy and less on what doesn’t. And to be more selfish - what makes me feel good? Today I spend less time tidying up at home, I delegate more at work - I do yoga everyday and I started to realize this dream of mine to second hand hunt for others.
What has been the biggest challenge so far?
Not to do everything at once. The dream is to do this full time, to have a small IRL shop, take in clothes on commission, offer delivery by bike for local orders, invite inspirational people to host workshops in the store etc. But I decided to take baby steps. InstaShop, small webshop, next step might be selling on commission - the future will tell.
What do you think needs to change in the fashion industry in order to make it more sustainable?
Prices. Clothes are often too cheap and to be able to keep those prices the quality is often sacrificed. Which means these items are not well suited for the circular economy I think we need to strive for.
“ Clothes are often too cheap and to be able to keep those prices the quality is often sacrificed.”
What is “greenwashing” according to YOU and what in your opinion, can producers and consumers do to avoid it?
Back to the prices - I wonder if fast fashion brands can ever be considered sustainable? Don’t get me wrong - I do welcome all green initiatives, all eco lines etc from high street chains, but with the low prices - can they source eco-friendly materials, can they use environmentally-friendly transports, can they ensure decent worker conditions etc - and still make a profit?
I think what everyone can do, is to never stop questioning.
What are your top 3 tips to fashion consumers out there who seek to create a sustainable closet and lifestyle?
Think first.
You need a new jacket for the fall? Can you find it second hand?
You like the latest trend - can you remake it with something you already own? Or ask a friend who’s more crafty?
You find a nice black dress - do you have another? If yes, is it similar to this new one? If yes, which one would you choose when getting dressed? If it’s the new one - buy it and sell your old. If not - don’t buy it and keep using your old one.
If you had to name ONE person/celebrity/icon who inspires you with her/his style, who would that be?
Babba C Rivera
Visit EMS Second Hand store and follow on Instagram.