INTERVIEW #21 LOTTA VINTAGE
What is Lotta Vintage and when did you start your business?
Lotta Vintage is a vintage & selected secondhand store for women. I've lived in Madrid for many years and founded Lotta Vintage there in 2003. In 2014 I headed to Stockholm and brought my business with me.
What is the main idea behind the concept?
The main idea is to offer a great selection of carefully chosen, handpicked garments and accessories, mainly from the 60s, 70s, 80s and 90s. I wish to make vintage shopping fun and easy. Therefore, the way my collection is displayed is very important. My clients should feel inspired when entering my store.
From where do you source your products?
Good providers are essential in this business! I source from the internet, fairs, flea markets, trips abroad, etc. I also collaborate with other vintage traders.
Where do you find inspiration?
I love browsing Pinterest and old fashion magazines. I also get inspired from influencers on Instagram and fashion shows. I love creating modern and edgy silhouettes simply by using vintage clothing.
What has been the largest gain up until now?
I'm forever grateful that I can make a living doing what I love, yet the most gratifying thing to me is the positive feedback I receive from my clients!
What has been the biggest challenge so far?
The pandemy has been a big challenge for me since I needed to increase my presence on-line on Instagram, in order to keep the business going. At the same time, I wanted to maintain the routine in the actual store. It has been, and still is, a delicate balancing act.
What do you think needs to change in the fashion industry in order to make it more sustainable?
Above all we need to produce less. When we do produce, it has to be in a more sustainable way in every sense: more local production, decent salaries and less waste from the production.
Where do you consume your clothes from?
Nearly everything I consume is vintage or secondhand, apart from occasional pair of new shoes and T-shirts.
What are your top 3 tips to fashion consumers out there who seek to create a sustainable closet and lifestyle?
1 If you are able to, always buy secondhand or vintage. There is such a big market now that it has become easier to find what you need/want. Furthermore, it is better quality, as well as better for our planet's environment.
2. If you have to buy new: think twice. Do I really need this? Am I going to use it?
3. Circulate your clothes! Give away what you are tired of and sell what you don't use.
If you had to name one person/celebrity/icon who inspires you with her/his style, who would that be?
I have 3 names! Linn Eklund, Fanny Ekstrand and Emma Fridsell.
And here comes a treat from us to you!
DISCOUNT CODE: Mention “A Sustainable Closet” at the cash register to receive 10% off your purchase. Valid between 02-08-21 - 16-08-21.
You also find Lottas Vintage at Instagram!