The cold harsh truth about fashion is that it is made for landfill. An estimated 12 million tons of clothing and textile end up as waste every year and is one of the fastest-growing waste streams globally due to fast fashion trends.
Letting the stock that was kept in a forgotten storage unit on Portobello Road go to landfill would have been a tragic loss. Many of the garments stored are unique and one-of-a-kind, and they often tell the story of the past. This is why we took the decision to keep these clothes in circulation – to preserve the cultural heritage of vintage fashion and to ensure that future generations can continue to enjoy and learn from these timeless pieces.
Having operated the business for less than a year at the time, we took the risk and bold step to save all of the stock from the old shop, taking on the challenge of finding each item a new loving home.
It took an immense amount of time, effort and resources to sort, pack and transport the 50,000+ items from Portobello to a bright and spacious 2,500 sq.ft warehouse. This was at times overwhelming, endless and a logistical nightmare, but we did it!
Having spent almost 2 years organising the items, we are now really excited to announce we will be opening up our doors to let people explore the treasures that we uncovered during the transition.
One of the biggest challenges we found by running purely online is that our materials are so unique that we wanted to give our customers the opportunity to physically see, touch, and try on the clothes. It is important to buy only what is right for you, and not overindulge in clothing, so the ability to have a better sense of the fit, quality, and overall condition of the item, is especially important when shopping for vintage clothing as the sizing and materials can vary greatly from modern standards.
From trading at festivals, we had a surreal experience of connection, not only between us and our customers in person, but our customers and the clothes. Having the opportunity to share the rich history and cultural significance behind the items and how they had journeyed. The magic of finding items that were an extension of their unique personality is something we wish to create more by opening up our warehouse doors to you.
So we invite you to come and explore! This is an immersive opportunity to experience our stock in a whole new way. You can take your time to browse and try on pieces at your leisure, without the pressure of time constraints or limited selection that can come with shopping in a traditional store. Our knowledgeable and passionate small team is always on hand to answer questions and share their expertise, making your visit an educational and enjoyable experience.
We believe that shopping for vintage clothing should be an experience that is both personal and meaningful, and that is exactly what you will find when you visit. So, whether you are looking for a special gift, a wholesale opportunity, or simply a chance to escape the highstreet, we encourage you to come and experience the magic of this vintage time capsule yourself!
