INTERVIEW #17 SERENDIPITY VINTAGE DREAMER
“We wanted to connect people with high quality clothing, tradition and modernity, to break down all outdated stigmas around vintage clothing.”
What is Serendipity Vintage Dreamer?
We are a circular fashion movement, rather than a brand! At SVD we curate and upcycle vintage items for modern people, and make zero waste essentials from our studio in Amsterdam.
When did you start and why?
SVD started in 2019. Because we want to reimagine the fashion industry by giving clothing a new life, and shifting to zero waste. We wanted to connect people with high quality clothing, tradition and modernity, to break down all outdated stigmas around vintage clothing. Found the best way to make SVD happen by joining fashion-business-mind forces of Liseth with the concept-creative-maker side of Andrea.
How do you pick your products/where do you source them from?
We have been in touch with vintage in our personal and professional life for as long as we can remember, so SVD is an extension of both. Quality, uniqueness and modern looking are essential qualities of our handpicked items. Yes, handpicked! We go through more than 1k pieces per day when we visit our suppliers, and come back with only what fits the SVD touch & feel. After lots of sourcing, we have found great partners in Italy, Spain and The Netherlands. Either via visit or video call, to find the most versatile and unique items.
“We create collections thinking of “how would we wear them or bring them back today?!”
Who is the typical Serendipity Vintage Dreamer customer?
Anyone with a body and curiosity for different types of vintage is welcome at Serendipity Vintage Dreamer. We have surprised ourselves by the huge variety of customers we have, and we just love it! We can define them as modern with a heart for classic silhouettes. From 50+ women new to vintage looking for the best fit & designer to 25-40 very modern vibe clients, very fond of our “Edited” (upcycled) items. And early 20 y/o guys, excited to get their first vintage item from us.
Where do you find your inspiration?
Authentic fashion archetypes and most classic garments do inspire us. We create collections thinking of “how would we wear them or bring them back today?!” Menswear is also a forever favorite, and the core for our “EDITED” upcycled collections. Our challenge is to make it feminine, but modern and bold with a hint of fun!
Has Covid-19 affected your business? If yes, in what way?
We always try to read everything in a positive way, yet the uncertainty has been real for us as well! For starters, we have built our webshop in full lockdown, Andrea in Spain and Liseth in NL. Crazy but fun! But, to close 2020 & start 2021 with full collections in 5 stores, with no option to sell at all, was a downer. It did make us focus a lot on our website, customers and brought great projects with other sustainable entrepreneurs and initiatives such as Fashion for good, “ The Circular Movement documentary with Mumster to name a few. Overall, we’re stronger now, and all the work was very rewarding!
“Authentic fashion archetypes and most classic garments do inspire us.”
What has been the largest gain so far?
Definitely both personal & professional but we can be defined by the same words: GROWTH + EVOLUTION. We (Liseth and Andrea) feel spiritually balanced by using our knowledge to bring a Circular movement to fashion as we know it. To find SVD treated as a brand, present in seven stores in Netherlands it’s been extremely rewarded
What has been the biggest challenge?
To control the “fear of missing out”. We have been involved in a lot of amazing projects, but we had to say no to many others! As, do not forget, it’s only two of us here. That was sometimes scary, as it would define SVD’s direction as a brand, which is extremely important for us both. Less but better always works.
What do you think needs to change in the fashion industry to make it more sustainable?
There are already great actions taken by medium-big players of the industry, and we see the consumer mindset is def changing.
Yet three things are very important
- Educate future leaders - business - thinkers - creators in sustainable/circular/fair fashion as the only way forward.
- Real transparency: For brands to work on realistic goals, and skip greenwashing.
- Realistic collections: Buyers, merchandisers and designers have to challenge not only the process, but the amount of new items we bring into the market each year.
Do not design ten new white t-shirts, find THE best and make it better.
Your top three best tips to create a sustainable closet?
Re-think your items & new purchases.
Re-wear your wardrobe, challenge yourself! Or donate-swap-gift what you do not love anymore
RE-cycle. Look into second hand, vintage, upcycled before buying new. And if new, buy sustainable!
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