When I was in middle school, my friends and I were obsessed with selling clothes on Instagram. We would hit up thrift stores, snag some cool finds, rock them ourselves for a bit, and then flip them on Instagram when we were ready to move on. We were part of a lively community on the island of Oahu, where local tweens decluttered their closets while earning extra cash.
I remember the thrill when someone would message me, ready to purchase an item from my collection. It was validation, it was cash in my pocket, and it was fuel for my next thrift store run. Those were the days when a few bucks felt like a fortune, and the world was my runway.
Remarkably, a decade later, Abby Martinez (age 15) tells me that the boutique community is still thriving. “Most of my friends have an Instagram boutique, which is basically an Instagram account that sells clothes and other things.”
On these Instagram pages, users post items they want to sell or buy. Then, other users can comment or message the account to make a purchase, suggest a trade, or let them know that they have a desired item for sale.
Martinez, who has been running her Instagram shop for a year and a half, describes her process as simple. She explains, "I spend about five minutes taking a picture and posting it on my boutique to sell. Usually, it’s gone in a week!”
Similar to the image on the left, a typical post contains a photograph of an item along with details such as size, brand, condition, price, and boutique policies.
This phenomenon mirrors platforms like Facebook Marketplace and Buy Nothing, where community members engage in buying, selling, and trading goods. However, Oahu tweens prefer to use Instagram because there is already a strong established boutique community on there.
As Hawaii's landfills near capacity and efforts to find new sites prove fruitless, preserving the islands' natural beauty hinges on waste reduction efforts.
Charmaine Chen (age 14), who has been selling on Instagram for two years, explains why she likes using Instagram to find new homes for her clothes. "If you want to get rid of clothes in Hawaii, you can donate them for free or sell them to a consignment store and get ripped off. With an Instagram boutique, I can sell my clothes without feeling like I'm wasting them, and that makes me happy."
Martinez adds, "I basically get all my clothes from Instagram… I get bored of my clothes really fast, so I like how I can get new clothes without feeling bad for the environment.”
The environmental toll of clothing production is staggering. Consider a simple pair of jeans, which demands approximately 1,800 gallons of water, while a cotton shirt adds another 400 gallons to the tally. That is a loss of 2,200 gallons of water for just two items of clothing.
On a global scale, the magnitude of clothing production is striking. Earth.Org reports an annual output of 100 billion clothing items, contributing to an estimated 92 million tonnes of discarded clothing each year. These statistics underscore the environmental challenges associated with the fashion industry.
Organizations like Goodwill, one of the largest thrift store chains globally, play a vital role in extending the lifespan of clothing and decreasing the demand for new production.
Brittany Dickinson, Manager of Sustainability at Goodwill Industries, disclosed that the institution annually receives billions of pounds of donations. For instance, in 2021 alone, Goodwill processed over 107 million donated items, a significant portion of which found new homes through resale or donation programs. This practice not only diverts clothing from landfills, but also promotes a more sustainable approach to fashion consumption.
While traditional donation routes are environmentally friendly, donors do not receive monetary compensation. Similarly, other alternatives such as consignment stores like Buffalo Exchange or online platforms like eBay may only yield a fraction of the sale.
For tweens and teens, Instagram boutiques offer attractive alternatives to traditional thrift stores that leave both sellers and buyers satisfied. On Instagram, sellers maintain control and receive direct payments. On the buying end, users enjoy agency through negotiating prices, exploring trade options, and asking questions, privileges not always available through other thrifting avenues.
Instagram boutiques also enhance accessibility by lowering the barrier to entry. Reselling platforms like Depop and Poshmark typically require users to provide bank account information. As a result, Chen says "it’s simpler for me to post on Instagram and sell to my friends or whoever contacts me.”
Instagram boutiques provide a pathway with minimal barriers. All you need is a device capable of accessing Instagram and some clothes to sell, and you are good to go. The initial step is as simple as creating an Instagram account, a task achievable with just an email address or phone number. Additionally, sellers often opt for face-to-face meet-ups and cash transactions, effectively sidestepping the need for bank accounts.
Owning an Instagram boutique as a tween can also yield significant benefits beyond fostering sustainability. Chen explains, "I want to be an entrepreneur when I grow up, and having this account has taught me a lot. I learned how to post products on Instagram, how to describe the products in the caption, how to market my products, and how to talk to customers."
Indeed, managing an Instagram shop offers tweens a practical platform to hone skills like customer service, marketing, and pricing. Additionally, in light of labor laws that often impede minors from traditional employment opportunities, this hobby offers an avenue for exploring entrepreneurship while earning income and supporting sustainability efforts.
Martinez further emphasizes the social aspect, highlighting, "there are some accounts I've traded with or bought from so many times that we actually started hanging out. It's crazy how small this island is."
For tweens like Martinez, Instagram boutiques have become a significant part of their social circle.
However, the pursuit of financial gain, sustainability, and community through Instagram boutiques comes with risks. While in-person exchanges and cash transactions accommodate tweens without access to conventional payment methods, they also expose them to potential hazards.
Chen shares, "I don't tell my parents when I meet up with someone because I feel like [my parents] would be mad. So I'll meet up with whoever I am selling to in a public place and then we swap our items and leave."
The image displays a screenshot capturing the exchange of messages between Chen (blue bubble) and a buyer (gray bubble).
In-person transactions pose inherent risks, especially for minors, as meeting with strangers can potentially lead to abduction or assault. When minors engage in such encounters unaccompanied or fail to inform others, these risks become significantly heightened.
Given the prevalence of random violent crimes in Oahu, including recent incidents such as chemical attacks and assaults in public spaces, locals are exercising extra caution. One mother of a boutique owner, Maria Harrington (age 47), expresses concerns about her family's safety. "I used to tell people that Hawaii is one of the safest places in America, but with the shootings and crimes, it's becoming scary.”
While Harrington allows her 15-year-old daughter, Mia, to operate an Instagram boutique, she insists on being involved. "It's cute that my daughter is interested in business, but I'm strict about her boundaries," explains Harrington. Whenever Mia sells an item, Harrington accompanies her to meetups. "I would never let my daughter meet someone alone.”
Moreover, in order to sell a product, boutique owners typically upload images on Instagram, showcasing the product either on a flat surface or by modeling it themselves.
The image displays a boutique featuring clothing items with try-on photos, providing viewers with a visual representation of the garments' appearance when worn.
The inclusion of these try-on photos can attract online predators who may exploit these images inappropriately. According to a 2024 study conducted by The New York Times, there has been a concerning increase in the number of pedophiles using Instagram to obtain child content. The study describes instances of men leaving sexual comments on children’s pictures and sending inappropriate messages to child influencer accounts.
While Instagram boutique owners may not be considered child influencers, they are still children posting photos of their bodies or clothes. “I stopped posting try-ons because some old guy commented heart eyes one time,” shares Martinez.
Instagram selling is risky business.
While Instagram boutiques offer opportunities for extra income and environmental responsibility, prioritizing personal safety is crucial. Simple measures, such as having another person, preferably an adult, accompany tweens to meetups or refraining from posting try-on photos, can help reduce potential risks.
For tweens like Chen, who are “not really worried” because they have not had a negative experience, there may be a need for greater parental involvement. "I'm lucky that my daughter and I have a close relationship, but I know many parents who are clueless about what their kid is doing... Please check on your kids,” says Harrington. It is essential for parents to be approachable about these matters and discuss the dangers involved, or work towards making these activities safer.
Part of growing up is realizing that perhaps meeting a stranger for that blue sparkly top is not worth the risk. While Instagram boutiques play a vital role in reducing consumer waste, providing extra income, and fostering community, it is crucial for boutique owners to prioritize their safety as well.
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Aileen Chang is a senior at Stanford University, specializing in communications. Passionate about environmental sustainability, she has previously championed initiatives to combat food waste. Currently delving into the realm of environmental journalism, Aileen remains dedicated to shedding light on waste reduction strategies and advocating for a greener future.
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