INTERVIEW #29 VINTAGE VITALITÈ
Based in: Södermalm, Stockholm
Founded in: 2021
Founded by: Therese Forsberg
Store: Physical store on Hornsgatan 59 (Södermalm, Stockholm). Online store: www.vintagevitalite.com (shipping in Sweden or worldwide via special arrangement through email och DM on IG).
Instagram: @vintage.vitalite
Price range: approximately 100-1000kr
Why we love them: Vintage Vitalitè makes us crave second hand more than usual. Therese, the founder has created a powerful yet warm community both online and in her store which makes the whole shopping experience unforgettable. Buying from Vintage Vitalitè isn’t just about buying cool and curated gems but you also get a whole new fashion experience too where you become part of her community = we love!
What is Vintage Vitalitè and why did you start? Vintage Vitalité is a dream I’ve had since the early teenage years when I started buying second hand clothing and realized how fun it was to explore and express your personality through clothes. I believe strongly in the power of clothing to make you feel energized, full of life och vitalized. This is also the origin of the name Vintage Vitalité. I want to accentuate how a special clothing item can make you feel ready to take on the world and it makes you grow just a little bit taller, prouder and happier. My goal is to be able to provide a platform on which you can find these kinds of special pieces! Now that I have a physical store it’s also important for me that these values are apparent and that I create a space where people truly enjoy spending time and receive positive energy and vitality.
How do you pick the products you sell?
Seasonal trends and designers per se don’t attract me when I’m looking for items for the shop. What attracts me most are bright colors, fun patterns or an unusual cut or detail. Good quality is also important to me and I’m looking for fabrics such as silk, wool and linen. I hope that the items will stay with its customers longer than a season because they are special and unique and not purchased based on a short-lived trend.
Where do you find inspiration?
My greatest inspiration are the amazing, eccentric and colorful women that you see in cities like New York. They have such amazing stories to tell and are not afraid to tell them. They truly don’t give a f**k if people think their attire is too loud! Just check out Iris Apfel, Judith Boyd, Magda Life on IG! (Check out the pic attached from my tribute to Iris Apfel on her 100th birthday in September)
What have been and are the major challenges?
Pricing of the items has been a constant challenge from the start. It’s a fine balance between being affordable but also charging for all the work that lies behind getting the pieces presentable in the shop. Sometimes I think it's easy for the customer to assume that all ”used” pieces are cheap. But what I present is a curated selection which doesn’t miraculously appear. For example, it’s MANY hours spent digging and finding the treasures, and also washing and mending when needed. I’ve discussed this issue with some (female) colleagues lately and it saddens me that women in particular have a hard time charging for their work. But, duh, no major surprise there. I’m just really happy with the community of women that I have got to know recently who support and encourage each other!
What has been the largest gain?
As mentioned above - definitely the community of women I have got to know through Instagram and through encounters in the store! It’s such an amazing group of people out there who support one another and share the passion for a more sustainable lifestyle – which includes being stylish without further chipping away from the earths’ resources.
What do you think needs to change in the fashion industry to make it more sustainable?
Tough one, In general I believe that more people will have to get comfortable with buying used clothing to force the fashion industry to find new solutions. Maybe this forces the industry to focus more on reusing fabrics, doing remakes of previous unsold clothes etc.
In Sweden I would like to see the government cut or lower the VAT on second hand clothing (not only the charity shops). This would make it more likely for small businesses, such as Vintage Vitalité, to last longer and promote second hand clothes before new production.
What would you advise consumers and fashion lovers to do in order to create a sustainable closet and lifestyle?
Second Hand or not – you should primarily buy things that you know that you love and will use. And think about how you can incorporate the items into your closet. Maybe an evening dress can also be worn during the day when styled differently? And summer clothes can often be worn during the winter when layered properly.
What's the best thing about running your own store?
I’d say that being able to meet the customers in person is the biggest perk! Some of them have also quickly become my friends and now they stop by just to chat and have a coffee. And THAT is the kind of space and environment I have dreamt of creating and I love how it’s coming together!
