Humana, the vintage retailer with 35 stores in Germany, 19 in Berlin, is a fashion institution. Young and old shop for everything from scarves to workwear. The flagship store, the largest secondhand locale in Europe, sits at the major cross section of Frankfurt Tor in the Friedrichshain neighbourhood . At first glance the graffiti painted doors could be mistaken as part of a hip company branding. After taking over the abandoned property, the proprietors left the defacement.
Discounter retailer Primark closed a Berlin location, malls are struggling, Shein packages have become ubiquitous. Yet, over the five floors of used clothing, a social gathering space evolved. For some reason shoppers flock to this store as if on a pilgrimage. Emerging from the U-Bahn station, flocks make the trek up the sidewalk to department store. Of course, the low prices are attractive: 12 euros for these 100 euros for a leather jacket, 20 euros for shoes.
Young people in collective groups sitting on sofas waiting for a companion in the changing room while others send pictures of a top or bag over an app make the sections pop with realness. In a city not known for fashion with its own “who cares” particular way of dressing, albeit monochromatic black or torn jeans, Berliners have taken Humana to their style hearts.
