By Mary Smith
Conscious consumption defines Gen Z, and as a result, a quiet revolution is unfolding in the world of fashion. At its forefront stands Alfargo’s Marketplace, a dynamic hub for vintage, secondhand, and independent menswear, which was founded in 2021 by Stephon Carson.
Alfargo’s Marketplace is a new type of shopping experience that reflects a shift in young men’s fashion preferences. The modern young male shopper has moved away from flashy streetwear to a style known as “Ivy style,” which has its roots in traditional American clothing influenced by British tailoring. Ivy style features relaxed yet sophisticated clothing like tweed blazers, chino trousers, and colorful sweaters, and it became popular in the 1950s with the book “Take Ivy” highlighting key items like button-down shirts and loafers. Brands such as Polo Ralph Lauren and Tommy Hilfiger later made this style accessible across the United States.
In New York, many stores offer ivy style apparel, including well-known brands like GANT and Barbour. However, many fans of this fashion prefer to find both vintage and contemporary pieces in one place, leading to the rise of Alfargo’s Marketplace. Founded in 2021 by Stephon Carson, this menswear pop up has gained a loyal following and features selective events every 1-3 months, ensuring a high-quality selection of items without any filler. Shoppers can find sought-after garments alongside unique vintage pieces.
Alfargo’s Marketplace sets itself apart with its strong community aspect. Attendees often share compliments and engage in conversations about their favorite styles. The market is vibrant and welcoming, highlighting the camaraderie among shoppers and vendors alike. Alfargo’s also keeps its audience engaged through its Instagram, featuring a signature tortoise mascot that represents the timelessness of ivy style. The latest market events have showcased a wide array of used, independent designers, and vintage clothing, drawing hundreds of attendees.
Alfargo’s Marketplace’s identity is where it is today, thanks to the discerning eye and design of Bryan Oh. This Kuala Lumpur-born, New York-based designer, with his unique blend of product and graphic design acumen, has crafted a brand identity that helped transform Alfargo’s into an indispensable identity for style connoisseurs and a testament to the power of intentional design.
Bryan Oh is not your average designer. With five years immersed in product design and seven in graphic design, his journey has spanned the diverse landscapes of fashion, cutting-edge technology, demanding construction, and the high-octane world of competitive sports.
This breadth of experience has forged a designer capable of approaching every challenge with a rare duality: the unwavering structure of systematic thinking coupled with the exhilarating freedom of creative play. It is this unique intersection that empowers Oh to infuse his projects with graphic richness while meticulously maintaining clarity and hierarchy, ensuring that every visual element serves a purpose beyond mere aesthetics.
His portfolio speaks volumes, showcasing a designer who can seamlessly navigate the complex demands of modern branding. From spearheading UI sprints that dramatically improve site experiences and boost sales, to embarking on complete app redesigns from the ground up – meticulously developing more effective user journeys and tailored branded interfaces – Oh’s work consistently delivers tangible results. Yet, he finds a particular joy in the nuanced world of fashion and luxury brands, where his talent for elevating visual systems, crafting memorable experiences, and unearthing moments of fun within formality truly shines.
Whether meticulously wireframing a complex user flow or designing the tactile allure of product packaging, Oh’s unwavering aim is to create work that feels intentional, personal, and visually engaging. It is precisely this philosophy that has proven transformative for Alfargo’s Marketplace.
Gen Z’s Love Affair with Vintage: The Alfargo’s Alignment
To understand Alfargo’s resounding success, one must first grasp the seismic shift in fashion consumption, particularly among Gen Z. This generation, fluent in the language of the internet, lives in a world where “everything has become so accessible.” The vast archives of fashion history, once confined to dusty libraries, are now a few clicks away, leading to endless Pinterest rabbit holes and the discovery of niche subcultures that allow individuals to refine their own personal taste. This digital accessibility has birthed a generation of sartorial explorers, unafraid to blend eras, challenge norms, and champion individuality.
Crucially, however, Gen Z’s affinity for vintage extends far beyond mere aesthetics. It is inextricably linked to a “larger push for sustainability.” As Oh puts it, “the last century alone has produced pieces that could clothe generations.” In a world grappling with environmental concerns, the allure of pre-loved garments – imbued with history and character – becomes a powerful statement against fast fashion’s wasteful cycle. The new frontier of fashion, therefore, “isn’t just what can be easily purchased, but scoured and the efforts to secure pieces.”
This is precisely where Alfargo’s Marketplace excels, perfectly aligning with the modern consumer’s desires. “What Alfargo’s Marketplace does well,” Oh explains, “is the curation of vintage, secondhand, and independent sellers that resonate with Gen Z’s desire for unique pieces.” It’s more than just a market; it’s a carefully curated ecosystem that fosters discovery, supporting both individual expression and a sustainable ethos. It’s a space where the hunt for the perfect, one-of-a-kind piece becomes an adventure, and where like-minded individuals can meet, buy, and sell, forging a vibrant, tangible community in an increasingly digital world.
Crafting a Legacy: Bryan Oh’s Transformative Touch on Alfargo’s Marketplace
Bryan Oh’s journey with Alfargo’s Marketplace began organically, a testament to the power of genuine connection within a burgeoning community. “I met Stephon Carson, founder of the marketplace, in 2021 when they were still holding their pop-up events in the East Village,” Oh recounts. He describes a scene pulsating with life – “a unique scene where I met many people who were invested and interested in the world of menswear.” These early pop-ups were a regular highlight, events Oh would always look forward to, watching as the marketplace actively grew with each popup and was rapidly evolving.”
As Alfargo’s gained traction, attracting new sellers and a rapidly expanding following, a critical need emerged. “As they were growing,” Oh states, “there was a need for them to develop a brand identity to be able to continue further establishing themselves as a leading space in the vintage and menswear pop-up scene.” This was Oh’s moment to step in and formalize the vibrant, yet nascent, identity of Alfargo’s.
His mission was clear: to develop an identity that would reflect the ethos of the brand identity that nods to the world of classic menswear while evoking an energetic, fresh tone which reflects on the celebration of diverse tastes of fashion lovers alike that come together. The result is a masterclass in blending tradition with contemporary appeal. The new logo for Alfargo’s Marketplace is a refreshed take on vintage clothing labels, a subtle yet powerful nod to vintage menswear while still feeling fresh and relevant.
Beyond the logo, Oh meticulously designed a brand image, which now serves as a mascot to the brand, helping to continue defining and solidifying the space as a fun and evolving space while maintaining their relatability. This thoughtful layering of visual elements ensures Alfargo’s does stand out, instantly recognizable and deeply resonant with its audience.
Addressing the query about its online presence – “Is it all offline and IRL?” – Oh’s work underscores the intentionality of Alfargo’s strategy. While a strong digital presence exists (clearly thriving on Instagram), the core experience of Alfargo’s marketplace remains firmly rooted in the in-person pop-up events. Bryan’s brand development was designed to amplify that physical, community-driven experience, translating its unique energy into a cohesive visual language that functions both online and offline. His branding acts as the connective tissue, making the ephemeral pop-up experience feel permanent and professional.
Building Community, One Conversation at a Time: The Alfie Asks Initiative
Oh’s contribution to Alfargo’s Marketplace extends far beyond static visual assets. He has been instrumental in developing dynamic engagement strategies that foster the very community Alfargo’s is built upon. “I helped to develop the brand identity for Alfargo’s Marketplace and led brand engagement campaigns such as Alfie Asks,” he reveals.
“Alfie Asks” is a recurring social series meticulously designed to “deepen community connection and keep followers engaged with the space.” It’s more than just content; it’s a strategic initiative that taps into the human element at the heart of vintage fashion. The series “offers a glimpse into the personalities behind the marketplace, spotlighting sellers and members of the menswear community.” In an age of digital anonymity, this initiative brings authentic voices to the forefront, celebrating the passionate individuals who make Alfargo’s unique.
Oh’s collaborative spirit shines through here, as he “collaborated closely with photographer and creative director Zane Gan to shape its visual and editorial direction,” ensuring that every installment is both visually compelling and editorially rich.
“At its core, Alfargo’s Marketplace is a space built on community, and projects like Alfie Asks helps to keep the community connected, on and offline,” Oh emphasizes. This initiative exemplifies how Bryan Oh’s design philosophy transcends traditional boundaries, creating not just beautiful visuals, but vital, interactive experiences that cement brand loyalty and expand cultural reach.
Experience the Vibe: Alfargo’s Marketplace Takes Over NeueHouse
On July 25th & 26th, Alfargo’s Marketplace will be hosting another menswear pop up NeueHouse Madison Square in New York City for a highly anticipated pop-up market. This isn’t just another market; it’s a celebration of curated style, a convergence of new, used, and vintage wear from their renowned vendors. Attendees can anticipate “a signature night market” that promises “a notorious vibe you won’t want to miss.” It’s an opportunity to immerse oneself in the world where history meets modernity, individuality thrives, and the love for menswear flourishes in a uniquely communal setting.
Bryan Oh’s visionary approach to their visual identity has not only defined Alfargo’s Marketplace as a leader in vintage menswear but has also illuminated the profound impact of thoughtful, integrated design. By understanding the pulse of a generation and channeling it into a cohesive, engaging brand experience, Oh has proven that design, in its truest form, is not just about aesthetics – it’s about connection, community, and creating unforgettable moments. As Alfargo’s continues to expand its influence, it does so on a foundation meticulously crafted by a designer who truly understands the art of blending structure with playful creativity, making every interaction feel intentional, personal, and undeniably compelling.
