It's also symbolized by expensive sneakers like Kanye West's Yeezy line, where a plain white pair is $200 on the Adidas website.Ī combination of the two styles, vintage and streetwear, is everywhere now. Think '90s Adidas tracksuits and Reebok sneakers, over-sized Champion sweaters and colorful Ralph Lauren polos.
Streetwear - an urban, casual and comfortable style influenced by sportswear and hip hop - is usually associated with pricey brands like Supreme and BAPE, which use product scarcity, limited-edition releases and obscure social media posts to drive value for their lines. "It was all given up by somebody until someone else finds value in it."Īnd with a revival of streetwear fashion, vintage is seeing a new heyday.
"All of these clothes were recycled in one way or another," Whelan said, waving his arms at the store around him. Eighty-five percent of all textiles go to the dump each year, according to the United Nations Environment Program. The fashion industry produces 10% of all humanity's carbon emissions, is the second-largest consumer of the world's water supply and pollutes the oceans with microplastics. With vintage fashion, old clothes get a new life - and that is especially attractive to those who are thinking about the environment while shopping. Variations of styles from every decade cycle in and out of what's considered "vintage" - it could be Converse sneakers from the 1970s or a retro swing dress from the '50s. "Someone who is not religious is definitely gonna be the first to buy a Jesus T-shirt."
"In vintage, you can have that one piece because no one else around has it. Everyone is trying to stand out so much, they're going for wearing the most iconic piece. "Being as unique as possible is the trend," Whelan said. But soon, Dunning and Whelan were helping fill a niche demand in Louisville, where the vintage fashion and streetwear trend was taking off as locals sought out curated spaces to find rare pieces of clothing. “We are a sort of receptacle for souls, even if we can’t incarnate all of them.Josh Dunning and Max Whelan used to drive north to Indianapolis every other day to stake out the Goodwill outlet store. After digging through enormous bins and buying bags of clothes by the pound, the vintage enthusiasts would sell their finds at the Louisville Flea Off Market.įast forward a few years, and now the 20-somethings are co-owners of a successful brick-and-mortar clothing store in one of Louisville's busiest neighborhoods.įollow the bananas painted on the concrete sidewalk between a yoga studio and art gallery on Bardstown Road in the Highlands to find their small shop, Vintage Banana, where vintage band tees line the walls, washed-out Levi's jeans are in piles on the counters and old sports jerseys fill clothing racks.Īt first, their thriving business was just a hobby. Johanna says: “We are like sponges that absorb landscapes and, as soon as they are pressed, they spit out a colourful liquid.” That process leaves a lasting trace: “We often talk about these characters like they were old friends of ours,” she says. Speaking of their work, the pair, who met at art school in New York in 2014, suggest the inspiration of Cindy Sherman, the great role-player of American art, though their starting point is geography as much as style. The more you look the more you can hear that bell ring across the water. The scene is ghostly silent, though its drama is amplified by the picture’s title: The Sound of the Bell Tower.
The symmetry of the couple in their pastels picking up the upside-down reflections of the waterfront demands that the viewer supply a storyline. The embrace is ambiguous, the staging a little too perfect. This picture, of the pair embracing on a jetty, is typical.
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