Also Journal

Retold, founded by Clare Lewis, a passionate advocate for sustainable fashion. Founded in 2018, after a spark in fast fashion, a passion for vintage, and an idea of what could be to encourage people to buy more second-hand, Clare created a platform that was just the beginning of a whole new future of fashion.  “I’ve always enjoyed vintage. I’ve always collected vintage. I love nothing better than going to car boot sales and vintage markets. Old clothes to me are full of history and stories.”

Clare’s journey into the world of vintage began with a fascination for vintage clothing not just as fashion pieces, but as the way forward in shaping a sustainable future for fashion. At the time when she had a plan for her business, curated archival clothing spaces were sparse. With ‘Beyond Retro’ and ‘Goldsmith’ alongside charity shops, there were limited markets of high-end second-hand clothing that adhered to a personal style and aesthetic. “As a vintage seller, it’s about point of view, you’re buying into someone’s point of view and perspective. I’m all about minimal, simple aesthetic because that’s my personal style. I never have anything in the shop or online that I wouldn’t personally wear myself, I actually handpick everything from networking because I really enjoy that process.” Finding your personal style is essential when opting to buy vintage. Clare suggests that you shouldn’t hesitate to engage with sellers or small businesses with any queries regarding their aesthetic, size guides or ethos. This way, you can shop ethically and still emulate your personal style.

What sets Retold apart is its carefully curated selection to Clare’s Personal aesthetic. However, Clare’s expertise in sustainability and the vintage fashion industry can help you elevate your style and encourage a more ethical way of consuming fashion. So, what will we be keeping from our wardrobes today? According to Clare, it’s all about investing in pieces that tell a story and stand the test of time. “I love hearing about my client’s backstory and where they got it from because I then tell the person who buys it that piece of history and can see that they really appreciate that.”  It is crucial that when you invest in second-hand archival pieces, that you are connected to the garment and value its history. This demonstrates the true beauty of the buying and re-selling industry where enthusiasts can come together and share and collaborate with personal style.

But what exactly makes a vintage piece worth holding on to? For Clare, this was a more complex question to answer with reference to the fashion industry being like the stock market. “It’s never ending!   There’s brands and styles that are good to keep on to or to invest in now because their value will only go up. Things go up and down with market based on customer demand and popularity. But, again, it all just depends on what your fashion is and what you love.”

Unfortunately, we are living in a world where mass production and disposable fashion is more dominated than ever with an estimation by Oxfam that more than two tonnes of clothing are bought each minute in the UK, more than any other country in Europe. High street brands claim to be turning more ethical, however, how much of what they’re saying is true?  “They’re greenwashing. They’re very clever as they’ve got big budgets that allow them to do that. Bottom line is that they need to stop producing so much and stop exploiting people further down the supply chain.” Explains Clare. Contrastingly, there is an element of accountability that consumers must take when consuming from these brands. Clare suggests slowing down, and consciously think about what you are buying.

As we look towards the future of online marketplaces forvintage fashion, Clare envisions a world where the sky is the limit. Today, we are lucky enough to have easy access to online buying and re-selling of second-hand fashion. With sites like eBay and Vinted, paired with emerging, higher luxury platforms like Retold and 1st Dibs consumers can immerse themselves in a world where sustainability is the core focus of the future of fashion. “It’s now more accessible than ever.  Technology has allowed people to create apps and marketplaces. For Retold, I recently started doing rentals with LoanHood. I am using their software on my website so that I can host a rental service for my clothing. Little things like this have a massive impact in terms of accessibility and allowing consumers to have more choice so that they can come up with the website and they can choose whether to buy, re-sell or rent.”

www.retoldvintage.com