On Jan. 30, in-the-know connoisseurs of vintage fashion lined up in droves for the grand opening of 2nd STREET at the Strawberry Park Shopping Center in San Jose. The store, which specializes in a wide selection of used clothing, shoes and accessories, is the international brand’s 54th location in the U.S.
“According to the higher-ups in the company, this was the longest line that they’ve seen for a grand opening,” store manager AB Gonzaga told San José Spotlight. “It was really exciting to see so many new faces anticipating this new location.”
The company, which has more than 1,000 stores, launched in Japan in 1998. The first U.S. store opened in Los Angeles on Melrose Avenue — renowned for its high-end and luxury boutiques — and has perfected a buy-and-sell model across the chain.
2nd STREET buyer Romeo Pasta holds up an Outcast dress. Photo by Robert Eliason.
“Basically,” Gonzaga said, “we buy items from customers, and we resell them in our shops for a discounted price. We take pretty much everything, from low-end to designer brands, and we pay in cash.”
The inventory is organized by “style codes,” such as “contemporary modern,” “rock” and “vintage,” for customers who have a particular look in mind. But from there, things become more unconventional: Items are grouped by color rather than by size, creating vivid rainbow displays throughout the store.
“It’s a little bit of a treasure hunt,” Gonzaga said. “We color coordinate everything, so sizing can be a little bit tricky, but it is all very satisfying to the eye.”
The inventory ranges from shopping mall fare starting at $5.90, such as items from Uniqlo, Forever 21 and H&M. Mid-range stock includes designer items like APC and Palm Angels, and flashier pieces like Acne Studio jeans. Higher-ticket items, selling for up to $8,000, include more elegant and desirable brands such as Louis Vuitton and Chanel.
Samantha, a regular customer of the 2nd STREET location San Francisco’s Stonestown Galleria who declined to give her last name, said the new store is “a lot bigger and cooler” than the one she usually frequents. She came in looking for shoes and ended up purchasing a pair of Converse One Stars for $20.
“There is a lot of variety, and you can always find something that you want, no matter what your style is,” she told San José Spotlight. “It’s a great place in a good area, things are reasonably priced and you can grab some boba right after.”
The company provided the initial inventory to help set the store’s tone, but 2nd STREET will rely on customers to bring in “gently used” items to sell, though they do not accept swimwear or children’s clothing.
The store uses a queue system, Gonzaga said, to minimize wait times. Once items are checked in, buyers assess and make cash offers for what the store can use.
“Condition is pretty straightforward,” buyer Romeo Pasta told San José Spotlight. “We just look for no holes, no stains, things like that. As far as gauging what we can sell, we keep up with what different age groups wear now, and what’s popular.”
At 2nd STREET, inventory ranges from shopping mall fare to high-end designer brands. Photo by Robert Eliason.
Surprisingly, some of the items offered, including an Outcast dress Pasta had just taken in, have never been worn and still have the original price tags — in this case, $120.
“There are a lot of people who buy things and just keep it in their closet,” he said. “When they look to get rid of it, that’s where we play a part and help out.”
To determine prices, buyers research current market trends on external sites like Grailed and The RealReal, as well as a chain-wide database of past sales. If a rare item is “niche” and unlikely to attract many local buyers, Gonzaga said, the store may price it lower than online market values.
There is no set scale for payouts. Cheaper items might merit 20% of the eventual ticket price, while more desirable — and expensive — items might see offers of 45% to 50% off the price.
When the offer is ready, the customer is contacted and the buyers go over price breakdowns. If the offer is accepted, immediate payment is made in cash for offers under $300 and by check for those more than $300.
2nd STREET takes everything that is brought in. With the customer’s consent, they offer a penny per item for anything that is not shelf-worthy. The unusable items are donated to two nonprofits: USAgain and Hand2Hand.
“We want the seller to leave empty-handed,” Gonzaga said. “Nothing really gets thrown into the landfill. It’s really great to see that everything is part of a continuous cycle.”
Contact Robert Eliason at [email protected].
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2nd STREET Strawberry Park
Located at 603 Saratoga Ave, Unit 10 in San Jose
(669) 800-0308
Open daily 11 a.m. to 8 p.m.
Buying ends one hour before closing