Dinkytown’s Newest Thrift: A Snapshot of Smile Back Vintage

After the loss of Dinkytown’s consignment shop, Gina + Will, the recent opening of Smile Back vintage has revitalized a sense of hope among thrifters on campus. With Smile Back now being the closest thrift store within walking distance from the university, students and residents of the dinkytown area have regained access to ethical clothing consumption. The new store offers a large variety of vintage jackets, jeans, graphic t-shirts, sweatshirts, and sweaters.

Despite its great location and vast selection of apparel, Smile Back still poses some minor barriers to campus thrifters. Smile Back's higher prices and lack of aesthetic diversity raise eyebrows among students who have been desperate for an affordable thrift store on campus. However, after speaking with the store's owner, Cole Herzan, it was revealed that these barriers are not a result of predatory pricing or aesthetic exclusion. Rather, Smile Back is proof of the challenges that are bound to come with opening a small business in a large city. Though Smile Back is the only thrift store on campus, it is one of the many thrift stores in Minneapolis/St. Paul area. Furthermore, because the shop also has an online platform, Smile Back has to compete with local, national, and international thrift stores. Cole explains that as a result, the best Smile Back can do is set their prices to be under the average market price. 

With the economy on the brink of a recession, it makes sense that Smile Backs prices are arguably reasonable when compared to market prices. This doesn’t mean that their prices aren’t still high for college students, but it provides rationale and makes the thought of spending $45 on a used graphic-t shirt more bearable. Not to mention, if the market prices go down, then Smile Backs’ prices will as well. In terms of the store’s aesthetic selection, Cole wants to reassure shoppers that this is a product of the fact that the store is still new and working to expand its team so that the clothing isn’t as “masc-centered”. Cole recognizes that Smile Back is similar to other vintage stores in Minneapolis; however, he argues that what makes them unique is four years of experience in the industry, a strong customer service team, and *arguably* reasonable prices. As someone who has now been in the store a few times, Cole's evaluation is accurate: Smile Back has an extremely welcoming vibe, and even though the clothes can be spendy, there are definitely some good finds at fair prices.