True Vintage to move into sale of new clothing with launch of True Store
True Vintage, the online vintage fashion store which specialises in rare 90s streetwear and designer fashion, is making the move into the sale of new clothing via a sister site True Store.
The business was founded by entrepreneur Rory Westbrook in 2014 when he was still a student and has gone on to gain a strong following among Gen Z and young millennial consumers.
Westbrook, who is still only 26, became immersed in fashion from the age of 16 when he began working in clothing stores. He became drawn to vintage fashion while at university and was particularly taken with the 90s aesthetic.
"I liked vintage fashion because you wouldn't see anyone else wearing the same thing as you and something else that appealed to me as a uni student was that you could wear something a few times and it would keep its value or you could sell it for more. Whereas with modern fast fashion, you wear something once and throw it away or it isn't made to last," Westbrook told TheIndustry.fashion's In Conversation podcast.
Popular brands on the vintage side include sportswear such as Nike and Adidas but high-end 90s Italian fashion from the likes of Versace and Stone Island are also popular. True Store will offer a curation of brands that complement the vintage offer but it will be housed on a separate platform that will launch in a few weeks.
"We wanted to offer our customers the change to shop new clothing alongside vintage so something we were considering when creating this was keeping the product offering as aligned as possible. We have a strong emphasis on sustainability and stocking brands that have those values," he said.
The site, which will also include homewares and lifestyle products, will house globally known brands such as Champion and Schott and smaller, independent labels.
During lockdown True Vintage also created a limited edition T-shirt to support the NHS, which raised £30,000 for the health service. The company is now looking to create more of its own merchandise as another opportunity for expansion. "[The NHS T-shirt] was for a great cause and perhaps those people who bought it will be coming back and checking out the other merchandise we are creating," Westbrook said.
The final string to Westbrook's bow is retail app developer Shoppex, which he launched in July last year.