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SHOP THE STORY: YOUR ULTIMATE GUIDE FOR VINTAGE GOODS

Courtesy of Alessia Algani

January, 15th 2021

In the era of fast fashion and seasonal collections, we strongly believe that wearing something special with its own history is of great value. Today at Staiy we present Shop the Story, a vintage clothing store that can make any fashionista’s wardrobe worthy and unique.

Words By Daria Müller Velasquez

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.

“…I continued to hunt for little treasures, spending my Sundays at the flea market”

When asked how she came up with the idea of starting a vintage shop, Alessia shares that her love affair with fashion began in the 1980s thanks to her eccentric mom and her passion for the most eclectic designers of all time. “I still remember playing hide-and-seek in the fitting rooms with my younger sister while she was trying on her clothes. I think that’s why, as a teenager, I continued to hunt for little treasures, spending my Sundays at the flea market,” says Alessia.

“Fashion is not only about buying the latest trends. It’s something related to our feelings, our visual memory and, above all, to our self-expression”

According to the Shop the Story’s founder, it is the love of luxury goods, that are simple in appearance, that epitomizes the sophisticated Milanese style. “If I was asked how I see it, I would not hesitate to answer that this style contains elegant simplicity, but with a certain quirky touch. For example, an outfit with white jeans, simple but beautiful ballet flats, an elegant coat and very fancy earrings can be the perfect reflection of what I mean,” says Alessia, adding that the most important thing is how we feel in this or that particular clothes. “In my opinion, fashion is not only about buying the latest trends. It’s something related to our feelings, our visual memory and, above all, to our self-expression,” continues Alessia.

“Valuable clothing in the vintage world is not so easy to identify, and you need to be prepared for that”

@shop_the_story

In defining the principles that modern buyers of vintage should adhere to, Alessia identifies two main paths: the first is aimed at finding sufficient information about the brand that you are planning to buy. It is highly important to study all the relevant information about what is the peculiarity of the brand, what its DNA is based on, and how to recognize an original item from a fake one. “Valuable clothing in the vintage world is not so easy to identify, and you need to be prepared for that. Every day I read professional literature about all the brands, which I then post on our website. But if you don’t want to invest your time in studying and researching, you can always trust a small seller like me to help make your introduction to a vintage world more enjoyable and smoother. I only sell clothes in perfect condition on my website, because only in this way they become a worthy alternative to new clothes,” explains Alessia.

It is certainly always good to have a choice. You can spend your entire life researching the little details of various past styles and manufacturers, or you can seek professional help from stores such as Shop the Story, which will give you a good foundation to start your vintage journey.