The rise of vintage fashion trends is gaining momentum in Wicker Park, but longtime vintage and consignment stores are feeling the impact of the changing landscape. Despite the increase in interest in old and recycled clothes, these stores continue to serve their communities, albeit with some challenges.
Carlos Pascoll, the owner of Vintage Underground, has been running his store for almost two decades. He cherishes the connections he has with long-time customers who visit his shop. However, he has noticed a shift in the neighborhood as it becomes more of a tourist destination with the influx of chain stores like Supreme, Yeti, Carhartt, and Adidas.
Christen Cook, an employee at Store B Vintage, echoes Pascoll’s sentiments about the changing neighborhood. She reflects on the days when most patrons were familiar faces from the community, a stark contrast to the current situation where tourists and residents from other neighborhoods dominate the shoppers.
Despite these challenges, vintage store owners in Wicker Park have created a support network among themselves. They recommend customers to each other based on their unique offerings, ensuring that there is enough business for everyone. This sense of community is becoming increasingly rare in a neighborhood undergoing rapid gentrification.
Eviliss Rivera, a long-time resident of Wicker Park, laments the loss of the neighborhood’s original charm as rents continue to skyrocket. Pascoll shares his struggles with the increasing rent at Vintage Underground, making it challenging to sustain his business in the face of rising costs.
While the vintage and secondhand retail market is experiencing global growth, local store owners like Cook and Pascoll are finding it hard to turn a profit. The influx of newer resale chains catering to trendier styles and brands poses a direct challenge to these legacy stores.
Despite the difficulties, Cook remains hopeful that younger shoppers, less interested in brand names and chains, will rediscover the charm of vintage stores like Store B Vintage and Vintage Underground. She believes that these outliers could be the key to attracting a new generation of customers who appreciate the uniqueness and history of vintage clothing.
As the future remains uncertain for vintage stores in Wicker Park, the sense of community and nostalgia that these stores evoke serve as a reminder of a bygone era in the neighborhood’s history. While the chains and brand names may be on the rise, there is still hope that the legacy of these vintage stores will endure for years to come.
