75 East Broadway is the new destination for distinct fashion; the environment James Veloria have created holds a strong sense of identity and of course a number of incredible vintage pieces.
With their quirky store encompassing a notion of comfort and serenity, the duo have managed to gain a clientele amongst Manhattans vintage collectors, designers and buyers. We Collin and Brandon to gain insight into their store and how James Veloria has grown since opening in July 2017.
The Knockturnal: Back to the beginning, what inspired you to open James Veloria?
Collin and Brandon: We both always loved thrifting and found a joy within the community that belongs in a vintage store. We found our people in designer vintage – all kinds of vintage nerds! It stemmed from that and we both always had large collections which helped.
The Knockturnal: Does your personal style influence what you buy and the curation of the store?
Collin and Brandon: I think everything we buy is some version of ourself. It’s important for us to be true to ourselves and authentic.
The Knockturnal: Do you have any shopping tips for our readers on how to source vintage?
Collin and Brandon: I think people can get frustrated trying to find good vintage but you just have to take the time to look through everything- you should slowly build your collection with special pieces rather than getting everything at once.
The Knockturnal: Sustainability is at the core of vintage shopping, repurposing clothing definitely helps the environment how does this fit into your store philosophy?
Collin and Brandon: You can go to a fast fashion store and get a look head to toe but they’re pieces you’re probably going to get rid of and not last a long time. You can find amazing quality vintage at similar prices if you take the time to look for it – it’s better for the environment and longer lasting. Another big reason we started was because we wanted to make pieces accessible to people and have them at price points that are affordable.
The Knockturnal: You have done a couple collaborations with Opening Ceremony, how did that come about?
Collin and Brandon: Humberto is a collector, he is a total vintage junkie. We met him at a vintage trade show and he loved all our pieces. That feedback from someone we both respect made us feel like we are going in the right direction. He asked if we would like to put some of our pieces into the store – of course, we said yes!
The Knockturnal: What have some of your biggest achievements been since opening?
Collin and Brandon: Being in the New York Times was a big one for us, it completely changed our business – we had so many people coming in and calling us. We are so thankful for that, it was so emotional to read that. To have a business doing what you set off to do from the beginning is kind of crazy – people like what we do and feel like they’re part of it.
The Knockturnal: How is James Veloria different to other vintage stores in New York?
Collin and Brandon: For years when we first started, we were doing everything out of our living room so it was very natural when we opened the store. We wanted it to feel really comfortable and like a family. We have knowledge about the items we carry – we are a community for people and that makes us feel good.
The Knockturnal: You have gained recognition, how does it feel that your story is resonating with so many people?
Collin and Brandon: We have become friends with so many of our customers; it feels so good to live your truth. People didn’t always understand what we were doing when we started despite that we have managed to make these wonderful connections and things started to go well so quickly. People have had a good response to our store, which gives us great feedback.
The Knockturnal: What is your favorite vintage piece you own?
Brandon: We are ruthless with our closet; I had a Gaultier bondage jacket that Linda Evangelista wore on the runway that I found in a thrift store in California.
Collin: We started selling in a Bushwick parking lot and one or two people would show up. We have met some of our favorite customers there – one of our customers was in the Buzzcocks which was a queer punk band he gave us two Christopher Nemeth coats that are made out of all of these old blazers owned by the lead singer – he just gave them to us – that is one of our most priceless pieces.
The Knockturnal: What are some exciting projects we can look forward to in the future?
Collin and Brandon: I feel like we are having a bit of a moment – we want to do more collaboration so watch this space.
The Knockturnal: Are there any designers you are looking to add to your personal collections?
Collin and Brandon: I feel like another part of the business we love is discovering now designers we love or discovering certain time periods where they were doing something exceptional and sharing that with people.
Brandon: Right now, I’m having a moment with old McQueen and Galliano everything, the tailoring was so beautiful – it’s just exciting.
The Knockturnal: One tip from both of you for our readers to find good, long lasting vintage that is James Veloria approved?
Colin: I like to sew so I always turn it inside out to see the seams as the quality is so important – you can learn so much about what’s going to last by looking inside.
Brandon: I have to touch everything, it’s feeling the fabrics and how it feels wearing it.