Behind the grandeur of Tugu Pahlawan in Surabaya, this historic landmark transforms every morning into a lively thrifting hub. Rows of secondhand clothing stalls fill the area, attracting young people hunting for affordable and unique outfits. Here, history meets pop culture—creating a vibrant, ever-evolving creative space.
One key figure in this bustling scene is Pak Hadi (42), a local seller from Surabaya who has been part of the Tugu Pahlawan thrifting community for 14 years. Relying on kilo-based stock, he knows exactly what items are in demand. According to him, the most sought-after pieces right now include windbreakers, denim jackets, cropped jackets, and short-sleeved polo shirts—items that have resurfaced thanks to the rising Y2K and retro aesthetics trending on social media.
“Vintage clothes are what people are looking for the most now,” he explains while tidying up his stall. His customers vary widely, from middle school students to university students and young workers searching for branded goods at budget-friendly prices. Pak Hadi consistently opens his stall from 5:00 AM to 10:00 AM, and he admits that business here is far better than at his physical store. “It sells better here than in the shop,” he says. For him, the thrill of hunting for unique items is the main magnet that keeps Tugu Pahlawan crowded.
Still, he faces challenges—especially in maintaining stock quality amid the rising popularity of thrifting in pop culture. Finding good items consistently isn’t easy, especially when buyers come with style references from TikTok, Instagram, or K-pop idols. Vintage outfits are no longer just a trend; they’ve become part of modern lifestyle.
On the buyer’s side, Fira (18), a first-time visitor from Solo, said she was impressed by the atmosphere and the variety of choices available. “I came here because I wanted cool clothes that are budget-friendly! Imagine—T-shirts for only 25 thousand rupiah,” she said excitedly. Pop culture heavily influences her preferences. “When I see K-pop idols or influencers wearing Y2K styles, I want to find something similar. Style inspiration? Definitely from TikTok!”
Beyond trends, Fira also appreciates the sustainability aspect of thrifting. “Thrifting is good for the environment; secondhand clothes get reused,” she added. However, she hopes the comfort of the area can be improved, as it tends to get hot and crowded.
From sellers who understand fashion trends to buyers influenced by pop culture, Tugu Pahlawan stands as a unique intersection between history and modern lifestyle. It is not just a marketplace, but a vibrant creative arena where past and present coexist—shaping the identity of Surabaya’s young fashion community.
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