It's become a Canadian cult hit since it began in 1995. Inspired by the threads of yore, Preloved founder Julia Grieve is a master at finding vintage pieces that can be reworked into something modern. Her desire to create something new from something old is an idea that has caught on like wildfire in the past few years. There's always an element of surprise when shopping vintage and Preloved takes that one step further, reminding us that the best things always have a story.
Tell us the story of Preloved. How it came to be and where the idea came from.
It was always something I did (rework vintage). I loved vintage clothing, and loved the fact [that] I was getting a one of a kind piece of clothing. The issue with vintage is you can end up looking like your grandma if you don't modify it. People would ask me where I got my clothes, and I thought... someone might actually buy these clothes. I was modeling and traveling around the world and got home sick so I decided to go back home and open a shop... preloved opened on May 1st 1995.
Is there a distinct Canadian flavor to all things Preloved?
Absolutely, wool - due to climate, wool pants and sweaters redesign beautifully, and our are main fabrics. [A] Preloved sweater is a definite staple!
What is your favorite period of clothing to work with?
We are inspired by different decades each season, our upcoming fall 08 collection has a lot of 1940's inspiration. But I'm always a sucker for the '60s.
What inspires the recycled clothing movement to keep going?
The whole eco-conscious trend, and the reality of what our environment has come to and it is important to do what we can in every aspect of life including what we wear.
Are there trends in reworking clothes?
JWe follow the trends of each season like any other fashion design house, to stay current and exciting.
How do you rework a piece and still retain the original vibe of the clothing?
We try to keep a lot of the original details on each garment, buttons, epaulets, pockets, we keep as much original as possible but in a new place. Ex: the back of a men's wool pocket is now at the front of a women's skirt.
Is there anything you've ever found that you didn't want to rework?
A vintage Chanel suit that I found the first day we went picking I still have it, and has never been touched.
What are the key components to making a vintage piece seem "new?"
Having it fit properly, is the most important thing. Women's bodies have changed over time, waistlines are different, armholes are tighter, and it is so important to fit today's women.
How has the rise of the vintage market helped a label like Preloved?
It has been a rise of the vintage market, combined with the new green trend. This has brought what we do to the forefront and mainstream level so people now understand what were all about. 14 years ago people didn't get it.
How do you feel about "vintage-inspired" clothing?
I find it interesting, the styles are exciting, but what will always get you is the fabric it'll never have the same feel as a true vintage garment.
Is there a distinct difference between your clients in Toronto versus your clients in Montreal?
Yes, I find that out customers in Montreal have a strong idea as to what they're looking for, and our customers in Toronto are a little more adventurous.
Preloved has a bit of a cult following; are you surprised by this?
Absolutely, when I started this label 14 years ago I didn't know that people would be this die hard about our clothing, I don't take it for granted, and we keep delivering great product to our fans.
What is in store for the future of Preloved?
Our number one priority is to find a new location for our flagship store, our heart is still on Queen West. We will let you know when we find our new location!
Are there any distinct characteristics that define the Preloved client?
Fashion forward, adventurous, attention to detail, and a love of looking fantastic and unique.
Visit www.preloved.ca for more info.
Written by: Samantha Cabrera
