Once seen as the domain of bargain hunters and op-shop diggers, secondhand fashion in New Zealand has undergone a serious glow-up – and Recycle Boutique has been leading the charge.
With stores across the country and a sharp focus on sustainability, curation, and community, the brand has become a cornerstone of Aotearoa’s circular fashion movement. We sat down with General Manager Mark Cowie to talk about how the business has evolved, what’s driving the secondhand style renaissance, and why the future of fashion looks a whole lot more circular.
Hey, Mark Cowie! How’s Business?
Business is buzzing! There’s real momentum behind circular fashion in Aotearoa right now!
Recycle Boutique has been a major player in the resale fashion space in Aotearoa for years. How has the business evolved since you first got involved?
It’s definitely grown up. When I first got involved, secondhand was still very much “thrift” in people’s minds—digging through racks and hoping for gold. Now, customers expect a curated experience. We’re selective, intentional, and thinking more like a traditional retail experience rather than an opshop.
Sustainability is clearly a core value. How do you see Recycle Boutique’s role in shifting New Zealanders’ mindset around fashion consumption?
We’re like a friendly nudge in the right direction. Not everyone wants a lecture about landfill or carbon footprints while shopping, but they do want to look good and feel like they’re making better choices. Our job is to make secondhand feel aspirational—not just ethical, but exciting. If we can do that, the mindset shift follows.
The store blends curated style with conscious shopping. How do you decide what makes it onto the racks, and what doesn’t?
It’s a mix of brand and fabric knowledge and good data. We know our customers and we know what sells. We’re looking for quality, interesting details, and pieces with longevity—things that feel current but aren’t going to date in five minutes. Some things are just a no—pilled fast fashion or anything that smells like regret.
What’s one misconception people often have about second-hand or resale fashion that you’d love to change?
That it’s all just old clothes. Secondhand doesn’t mean second best. These are pieces with a lot of life left in them—some of them barely worn, some more valuable than they were new. Secondhand to us is about making more sustainable choices and not having to compromise on style or miss out on current trends.
With so many fast fashion options available, how do you keep Recycle Boutique both competitive and community-driven?
We can’t out-cheap fast fashion, and we don’t want to. What we offer is style with substance—pieces you’re proud to own, not just wear once. And we’re part of the community in a real way: we’re a space to shop, to sell, to discover, to talk. That human element is what keeps people coming back.
What trends are you noticing in what people are buying and selling lately? Any shifts in what’s considered ‘cool’ or in demand?
The Y2K wave is still going strong, but there’s a growing appetite for quiet luxury—clean lines, good tailoring, timeless pieces. These kinds of garments tend to hold their value, which gives buyers some peace of mind that they’ll still have resale potential down the track. Sellers are getting more selective too—they’re starting to see their wardrobe as an asset, not a graveyard.
From your perspective, what does the future of circular fashion in New Zealand look like and what’s Recycle Boutique’s place in that future?
The appetite is there—we’re seeing real momentum. The future of circular fashion here is local, connected, and creative. Recycle Boutique is a big part of that ecosystem. We’re not just moving clothes around; we’re changing how people relate to them. If we can keep showing that circular is cool—not just necessary—we’re doing our job.
Recycle Boutique has a strong presence across Aotearoa, are there any plans to open new locations soon? What do you look for in a city or neighbourhood when deciding where to grow next?
Recycle Boutique has just opened in New Plymouth, and we’re about to expand our original Wellington store on Vivian Street into a two storey retail site which is very exciting for us. We’re always looking for our next location—but it has to be the right fit. We look for places with a strong creative presence, a conscious community, and people who care about how they dress. A good coffee scene doesn’t hurt either.
Last one – what’s your most prized pre-loved item you’ve ever come across in-store?
Tough call. It’s probably a tie between a red and white vintage Nike tee (serious Back to the Future energy) and an Adidas x Opening Ceremony collab jumper I ended up reselling. That’s the beauty of the Recycle way — you enjoy it, then pass it on.