They scoured small towns, hoping to uncover authentic denim stores—and more importantly, their hidden basements. If you were lucky, a shop owner might grant you access to their basement, where the real treasures were stored: deadstock denim. These were unsold jeans and jackets, often decades old, still brand new with original labels intact. Finding these pieces was the ultimate jackpot, and back then, it was surprisingly common. The hope of finding blue gold The people that were searching for these treasures were called pickers. And even people trained other people to go around to pick stuff for them. They would search every corner of an area for vintage and old denim. They also went to fleamarkets in small villages where people were selling their old items to clean up their homes. It was there where you could find the most beautiful aged and worn-in denim items for very cheap and reasonable prices. The sellers were pleased to receive $50,- for an old pair, but for the buyer this was finding gold. Nowadays you can divide the group of people that are interested in vintage denim in two. The first group that was searching these old towns for denim was mostly searching for top-notch and very rare and valuable items. The prices of these rare styles can go up to crazy prices sometimes. It all depends on the rarity and the condition of the jeans or jacket. The better the condition, the higher the price, most of the time. Sometimes prices of very worn-out pieces are shy-high as well and there’s also a demand for these, especially by denim brands to get inspiration for new washings for their new collections. The beauty of extending the lifetime of a denim item The second group of people, the biggest group, is interested in vintage denim for another reason. They aren’t interested in these items for their historical importance and value, but they like to give older items a second life. While back in the day most people didn’t want to wear something that was pre-owned by someone else, they now see the beauty of extending the lifetime of it. You can even divide this second group in two, the die-hard vintage wearers and the softest ones. The die-hard people only buy second-hand as they don’t want to contribute to the production of more clothing in general, while most of this group want to mix vintage clothing with new. The reason why you can find so many vintage denim is that the fabric is so strong and durable. It was for this reason that it originally was used to make workwear. Denim fabrics are becoming more beautiful over time, it ages so well. That more and more people are becoming more conscious reflects also on the growing demand for these vintage denim styles. You see more and more retailers selling vintage items, also online platforms such as eBay, Etsy, and Vinted are booming. The reason why vintage denim will become more popular in the future is because the group of conscious people is growing quite fast. Buying vintage denim reduces waste. Consumers are becoming increasingly aware of the environmental impact of fast fashion, driving demand for more sustainable alternatives. Vintage denim plays a key role in this shift, reducing waste, conserving resources, and promoting circular fashion. As eco-conscious shopping continues to gain momentum, the appeal of high-quality secondhand denim will only grow. Another major factor is the superior durability and craftsmanship of vintage denim. Many older jeans are made from premium cotton and constructed to last much longer than today’s mass-produced options. Plus, fashion is cyclical, styles from the ‘80s, ‘90s, and early 2000s are making a strong comeback, further fueling interest in vintage pieces. Beyond sustainability and quality, vintage denim offers something truly unique: individuality. No two pieces are exactly alike, thanks to natural fading, distressing, and distinctive details. In a time when personal style is more valued than ever, shoppers are increasingly drawn to rare and one-of-a-kind finds. Calik Denim’s approach to a more future-proof denim industry Fortunately, denim mills like Calik Denim recognize the growing demand for vintage-inspired denim. In response, they launched RE/J, a concept dedicated to recreating the authentic 1970s denim look while incorporating both pre-consumer and post-consumer recycled cotton. This initiative supports a more circular economy and sustainable fashion. Additionally, the collection includes water-free Dyepro technology fabrics, which help conserve both water and electricity. The range features everything from rigid to super-stretch denim, catering to diverse preferences and ensuring that future vintage denim styles are already in the making.