The concept of sustainability goes hand-in-hand with the practice of thrift shopping. With the fashion industry being such a large contributor in textile and fabric waste, thrifting is a great way to give pre-loved clothes a second home while ensuring that you are reducing waste as much as possible.
Many describe the thrift shopping experience to be much like a treasure hunt — with there always being the possibility of finding unique pieces of clothing and accessories. While many shop from online thrift stores, Kolkata has its very own brick-and-mortar thrift shop.
My Kolkata spoke to the founders of the city's first in-person thrift store, to introduce you to the best of what the thrifting world has to offer…
What is Love Me Twice?
Started by Mridula Pai in June, 2020, Love Me Twice is an in-person thrift store, the first of its kind in Kolkata. Along with founding Love Me Twice, Mridula also started Mono Calcutta, which houses products made by homegrown brands across the country.
Love Me Twice founder Mridula Pai and (right) author, poet, and sustainability advocate Karuna Ezara Parikh
“Back in 2019, when Karuna Ezara Parikh (author of The Heart Asks Pleasure First and Where Stories Gather) and I opened the doors of our boutique Mono Calcutta, we included a single rack of thrift in one corner of the store. It was unheard of for a boutique to encourage and house pre-loved clothing in the same space that hosted a collection of some of the best labels in India. We soon realised that the preloved clothes on this rack were selling out week after week,” shared Mridula.
“Cut to the pandemic — a lot of people were home, cleaning out their closets and wondering what they were doing with so much stuff. We decided to take our one rack and turn it into an entire store dedicated to preloved clothing and accessories. That is how Love Me Twice was born. We also launched our online store (lovemetwice.in) soon after, so our products are accessible to thrifters across India,” she added.
It was during the pandemic that Love Me Twice took shape, going from one shelf at the Mono Calcutta store to an independent thrift shop
We live in a time of excess and people are becoming more aware of the impact of uncontrolled consumerism, says Mridula. The alarming state of the fashion industry and its contribution to landfills, the polluting process of creating fashion — more so, fast fashion — is highlighted now. “Plus it just makes sense. We really see value on so many levels with thrifting, from the creative to the sustainable. It’s our little initiative for a greener planet.”
The store stocks various kinds of products, and collections are often influenced by season. In the winter, jackets and jumpers were hot favourites. With summer shining on us, dresses, cool cotton pants and tops are popular. Their collection of pre-loved saris is a big draw as well.
Mridula says that she loves everything about the process, from curating the pieces — which they choose based on quality as well as aesthetics — to getting the word out on the importance of thrifting. She enjoys watching customers react with glee when they find something beautiful and affordable to take home.
“Social media platforms make it easier to build a community, to get the word out, and generate interest. They also do provide basic analytics that are helpful for small businesses to gauge engagement. There is, of course, a lot more they can do to empower small businesses,” shared Mridula.
Calcutta Closet Cleanse
The sellers were asked to check the pieces of clothing to any damages, iron them out and display them how they liked
Mridula and Karuna hosted their first ever thrift market, Calcutta Closet Cleanse on April 9 at Skinny Mo’s Jazz Club where Mono Calcutta is also located. The event hosted a handful of people who brought pieces from their own wardrobe to find them a second home. From accessories and clothing to shoes and beauty products, the market had a little something for everyone.
“It’s great that Kolkata has embraced the concept of a closet sale. I keep doing closet cleanses on my social media handles, but this is the first time being a part of something like this in person. It’s great to interact with people and extend a part of yourself through your clothes to them,” said Mamta Sharma Das, aka ‘The Boho Baalika’ of Instagram who participated in the event.
Mamata Sharma Das at her stall at the Calcutta Closet Cleanse
“I loved being a thrift seller in this closet cleanse, it was great being part of an initiative like this in Kolkata and seeing my clothes find new homes. I hope events like this happen more often and thrift shopping and closet swaps become more normalised,” said Moyurie Som, a seller at the event who brought clothes that she had collected from India and the US.
When Mridula conceived the idea of the Calcutta Closet Cleanse, it was to provide a platform for independent sellers to find new homes for things that they no longer needed or wore from their own closets. On the other hand, it was for shoppers to acquaint themselves with secondhand shopping and experience the magic of thrifting, first hand.
“I've always been a fan of secondhand shopping,” said Karuna. “It’s sustainable, creative, and makes for more affordable purchases. I wasn’t sure how people would respond to an entire event centred around the theme of thrifting though, so it was a pleasant surprise and joy to see the enthusiasm for it. We plan to have many more such events at Love Me Twice, and hope to normalise the concept more and more over time.”
Participants organising their stalls at the thrift market
“Kolkata needs more thrift stores, and I wish the Calcutta Closet Cleanse happens in the city again. It was great looking for and finding things for ourselves, much like a treasure hunt,” said Amal Ray, a shopper at the thrift market who bought a pre-loved printed shirt.
Love Me Twice is located in the same building as Skinny Mo’s Jazz Club, Mono Calcutta and OMO Bistro at 91, Manohar Pukur Rd, Kalighat, Kolkata, 700029.
