Earlier this year, the vintage and antique fashion trend took off on runways and among influencers and we’re not surprised. In an age where almost everything is disposable, there’s something about a garment with lots of history that feels not only comforting but inspiring. We all aspire to share our story and make our mark on the world in some small way. We do it every time we post on Insta or text a picture to a friend. But those things are forgotten tomorrow. Picking up a skirt or purse made 50 or 100 years ago reminds us that it’s possible to tell a story that transcends time and create something that won’t end up in the recycling bin tomorrow.
As magazine editors and store owners at 365 Collective, we’re storytellers, so when we connected with Reused, a vintage clothing brand founded by Ksenia Moiseeva, we were struck by her ability to not only preserve articles of clothing and accessories that have been around for decades but also to preserve the memories associated with them.
“It all started with my grandmother,” says Ksenia. “She kept her clothes for decades—beautifully folded, perfectly cared for and full of stories. She could tell you where she wore something, who she was with and what moment it meant to her. For her, clothing wasn’t fashion; it was a memory.”
Her company is built on that notion of preserving the memories and history that each piece of her collection represents. Every item goes through restoration: It is deep cleaned, repaired and sometimes even relined by hand. She works closely with local seniors who help bring each garment lovingly back to life. Curated items are organized by era and style. For example, the 1960s era is subcategorized into Hollywood Glam, Mod, Old Money and The Ideal Housewife; the 1970s era is divided into Hollywood Producer, Jet Set and Hippie; while the 1980s era styles include Biker, Disco and Bohemian. Items in her collection date as far back as the 1930s and each article of clothing or accessory comes with a card that includes information about the person who wore it and the memory associated with it.
Their clientele has grown as interest in antique and vintage clothing has taken off. Ksenia has frequently heard from customers that they love how each item is “a piece of history you can hold.” She offers her best advice on how to embrace vintage and make memories of your own.
Make a Connection
“When you buy vintage with emotion and curiosity, it’s not about dressing differently, it’s about feeling more connected,” says Ksenia. “Imagine the kind of life it once lived, the world it belonged to. That’s when it stops being ‘used clothing’ and becomes something alive.”
For those who have never incorporated vintage into their wardrobes but want to give it a try, she recommends finding a piece you can really connect with rather than seeking to fit a trend. “Start with emotion,” she says. “When something catches your eye and makes your heart stop for a second, that’s your sign.” Pick one accent piece to start, she recommends. “It could be a mid-century jacket, a bold skirt for an event, or even a pair of statement earrings. Start there and let it lead you. Mix it with what you already love: your favorite jeans, a modern coat, classic loafers. That’s when it becomes yours. The magic happens when the past and present meet naturally.”
Reimagine the Piece as Yours
Vintage should never feel like dressing up,” says Ksenia. “It should feel like revealing a side of yourself you haven’t seen in a while.” A ’60s mod mini dress looks striking under a long camel coat with tall boots. It becomes sharp, modern and confident. A ’70s silk bow blouse tucked into leather pants or dark denim gives instant quiet luxury.
First Greenwich Pop-Up
Reused works with local boutiques and venues doing pop ups in New York City and beyond. This Nov. 14 and 15, they will hold a vintage shopping pop-up at 365 Collective at 315 Greenwich Ave., Greenwich, CT. This will be the first time the brand will come to Greenwich and Ksenia has curated a special night for the occasion. “When we move between towns, we learn new preferences and bring new histories to new people,” she says. “We design every pop-up carefully—from music to scent to how the pieces are arranged—so people can slow down, touch the fabrics and really experience the collection.” For the Greenwich pop up, expect to explore lots of pieces from Reused’s 1960s collection. “We’re so excited for this one,” says Ksenia. “The 60s were all about transformation, and we wanted to capture that energy.” For women, expect a mix of Mod and Hollywood Glam: structured mini dresses, cocktail pieces, sculptural coats and soft beaded shifts. For men, think “old money”: sharp tailoring, cashmere and transitional pieces for the holidays.
“We love pop-ups because they let us meet people, and every place is different,” says Ksenia. “The women who shop with us in the Hamptons are not the same as those in New York or Miami; each has her own story and aesthetic.” She loves seeing how her clients choose to wear the items they select. “That’s where the creativity happens,” she says.
