Vintage clothing is taking over the modern fashion industry. What was once a fairly niche way of shopping for clothes – at least in a fashion sense – has now grown into a huge and multifaceted industry that has changed the way many of us look at clothing. Shopping vintage provides an opportunity to find rare and high-quality items, and also offers a more sustainable way to buy unique garments often at affordable prices.
However, not all consumers can figure out where to start their search for unique wardrobe pieces. In pursuit of the goal of making buying vintage a pleasant and unforgettable adventure, the contemporary vintage store Shop the Story was born.
Founded in 2018 in Milan, the epicenter of Italian heritage and modern Fashion Weeks, Shop the Story embodies a deep love for the most famous contemporary designers such as Comme des Garçons, Junia Watanabe, Martin Margiela, Albert Elbaz, Dries Van Noten, Miuccia Prada. The online selection of the items presented on their website provides the result of deep and passionate research made by Alessia Algani, Founder of Shop the Story. The Milanese boutique of pre-loved garments only sells beautiful clothes and always in excellent condition. Here, every fashion lover will not be able to find ordinary vintage clothing, but rather garments from the previous seasons, which are no longer presented in the stores. Yohji Yamamoto long black coats, Comme des Garçons manga-style tulle skirts, Dolce & Gabbana lace dresses, Romeo Gigli velvet capes, Moschino pearl-embellished T-shirts, Kenzo floral maxi skirts, Ralph Lauren navajo oversized sweaters, Prada nylon shopping bags: they are all such vivid memories and may definitely well serve for several more decades.