“Dupe Culture” has become popular on social media, especially among fashion enthusiasts looking to stick to a budget. While owning a fake version of any popular item of clothing was previously seen as uncool, consumers in recent years have embraced budgeting and finding dupes is now seen as an accomplishment. A dupe (not to be confused with a counterfeit) refers to a less expensive version of a high-end product. Dupes do not claim to be the brand they are replicating; they make sure buyers know that they are copies. While dupes provide a more affordable option for trending items, the rapid increase in their availability has raised concerns about the impact on the fashion industry.
Some of the most popular duplicated items are from larger brands like Lululemon. Lululemon took advantage of this trend by hosting a “dupe swap” in 2023. The brand encouraged people who owned dupes of their Align leggings to exchange them for the real thing at a location in Los Angeles.
Dupe culture has become so prevalent that there are even dupes of dupes. Once iconic fashion brands like Steve Madden have started producing affordable versions of high-end luxury items to keep up with social media’s rapid trend cycles. For example, the $2,550 Miu Miu Buckle boots became very popular online, spawning several dupes. Among the most popular is one produced by Steve Madden for only $159. That particular dupe became so popular that TikTokers began posting more affordable versions of that boot, like this $50 one from Target. It’s not unreasonable to want a dupe for a popular item you want to purchase. After all, who’s buying a $2,000 pair of boots?
The latest item going viral on fashion TikTok is the Frye Campus boots. The original boots are $498 while dupes of the boots are around $200. The rise in popularity of duping this particular shoe has sparked new conversations about why we feel the need to have a dupe for every item.
Opinions on dupe culture are divided. Some believe that if you can’t afford the original and aren’t willing to save up for it, then it’s not for you. One could have this opinion for several reasons; for one, dupes can be harmful to small business owners, as they struggle to protect their designs. Fast Fashion brands like Shein and Fashion Nova gained popularity due to the clothing on their sites, occasionally landing them in hot water for ripping off designs which end up being passed off as dupes on social media.
Another reason is the quick turnout of duped items due to the rise in fast fashion, which contributes to the overconsumption problem among buyers. Typically, when a piece goes viral, it’s only popular for a limited time. People who bought it are no longer interested in it after a few months because they only bought it to participate in a trend. As a result, they usually end up selling it or, even worse, throwing it out.
However, some say that this line of thinking contributes to the elitism that is already prevalent in the fashion world. Some people believe that dupes provide a more accessible way to engage in fashion trends and that everyone has the right to seek alternatives.
Understandably, some of the language used in oppositional arguments against dupe culture is seen as classist. There is an assumption that all high-end fashion is more ethical and higher quality when that isn’t always the case. Many luxury shoes and garments are created in the same factories as fast fashion brands under the same working conditions. While luxury brands often use better materials to create their garments than fast fashion brands, you don’t always get the quality that you pay for. When high-end designers charge up to thousands of dollars for their products, it’s due mainly to the cost of advertising rather than a price increase due to the quality of the garment. In essence, many fashion consumers are paying for the brand name, not the item itself.
The debate about whether dupe culture is harmful or helpful ultimately comes down to whether you prioritize the source of your clothing and sustainability, or if you prioritize accessibility for everyone to take part in fashion trends.
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