Depop is a marketplace and a community, but it is also, in its way, a siren pitched at a frequency easiest for teens and the recently teenage to hear
Depop seller Matt Stockert at the app’s downtown New York photo studio. Photo: David Williams for New York Magazine Luella Roche is 16 years old. She lives in a small town in Ulster County, hangs out with her friends, and just got her learner’s permit. Luella doesn’t get an allowance. She doesn’t need one. She has Depop.
Strangers shop from her. Friends shop from her . In six months of Depopping, she has made $1,500. A lot of people have very closed minds about thrift shopping, Luella thinks. It’s gross, it’s old, it’s used. But she sees every piece’s potential. Recently, she found a DKNY mini-backpack at Goodwill for $3 and sold it on Depop for $70. “It’s really easy,” she says. “Literally anybody can do this.”
Depop is far from alone in the “marketplace space.” There is eBay , sprawling Poshmark, craftier Etsy, the streetwear-heavy Grailed. But Depop feels like a secret just for Gen Z, and they love it for that. In a poll of more than 100 teens conducted this summer by New York’s The Strategist, Depop was the No. 1 favorite resale platform.
But for those who succeed, or grow up to, the rewards can be significant. Luella’s heroes include the usual pop stars and YouTube demi-lebrities but also Bella McFadden, better known as Internet Girl, the reigning queen of the platform. A 24-year-old Canadian thrifter with a mild goth vibe and an audience of 571,000, Bella dropped out of college to move to L.A. and devote herself to being Internet Girl full time; she has since become Depop’s No. 1 seller in the U.S.
Seasoned sellers offer bundles, which can be several items packaged together for a slightly discounted rate or custom-made selections based on customer requests. Internet Girl’s bundles are some of Depop’s hottest commodities, part of her “international styling service.” She offers 20 per week, $150 each, every Sunday at 2 p.m.; by 2:10, they are gone. Users supply a theme, which might be “Y2K skater girl” or “industrial rave princess.” “Some people totally contradict themselves,” she says.
Photo: David Williams for New York Magazine Noah Carlos is, in their own estimation, “kind of an OG.” Noah, who lives in Orange County, joined Depop a few years ago around the age of 15. “When I started, there weren’t too many sellers,” they say. “Compared to now, when it seems like everybody and their mother’s on the app.”
“Literally, ugly is cool on Depop,” Luella says. “Grandpa, big, Nike. Literally old people’s shoes are cool on Depop. I mean, they’re cool now not only on Depop. Depop is making these things cool.” Their shop has the quasi-professional gleam that comes with full-time focus. Jlynn, a former model, and Masha pose for most of their images, many photographed on a picturesque tree-lined road by their homes: Eden with high-waisted Guess jeans. People message often asking for advice. “I always tell them, ‘Just take nice pictures and sell what you like,’ ” Jlynn says. “A lot of people don’t realize how much of a job it is to keep a shop going like this. It’s full time. Beyond full time.
Photo: David Williams for New York Magazine On Mott Street toward the eastern fringe of Soho, a large red awning announces Depop to the neighborhood. Cha Cha Matcha, the millennial-pink green-tea chain, is just around the corner. “The overflow from there is great,” says the 23-year-old minding the shop, known on Depop as Emma Rogue.
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