David Nunez

The sounds of metal hangers line up almost in single file line awaiting their turn to clink and echo around Memo’s Vintage. Fingers flying across hangers as a pianist does then abruptly stops. Ana Cruz, a twenty year old Veterinary student, picks up a green dress and examines it searching for imperfections; analyzing the label as if it were an amoeba under a microscope. It appeals to her but the last examination of the dress is the price tag.

Ana Cruz enjoys a Saturday breakfast after a successful pin up transformation in Fullerton, Calif.

Before 2007 old worn clothing had a stigma attached to it. It was “second hand,” “used,” or “worn” and were only bought by people who couldn’t afford new garments. Mad Men a simple show about advertising agencies in the early 1960’s caused a flood of interest into vintage clothing that raised all tides from consumer interest to business for vintage clothing.

Cruz was not directly swept up from this tide but benefited from it second hand. She said she got into vintage clothing in 2010, when Mad Men was on its fourth season averaging 2.27 million views per week. “There was a lot of help from Facebook Groups and some YouTube videos where out there” Cruz said.

Fairly soon vintage clothing became its own subculture. In 2011 Disneyland picked up on the rising trend and introduced Dapper Day, a day to celebrate neat, trim, spruce and style dressing. Today Dapper Day sees 30,000 guest twice a year for spring and fall; equaling to 60,000 people a year dressing up in vintage clothing.

Memo’s store front sign facing Harbor Blvd in Downtown Fullerton, Calif.

Melanie focuses on the clothes along the rack inside Memo’s Vintage in Downtown Fullerton, Calif.

Local business have also caught the wave of momentum brought along by this rise of this subculture. Melanie, works at Memo’s Vintage in Downtown Fullerton, says she has seen a lot of foot traffic coming into the store since vintage has become more popular. “Because of how vintage has become more popular it is harder to find pieces at affordable rates . . . customers keep coming in because they like what we have, were consistent and have new pieces every week” she says.

Not all business have seen the rise of vintage. Stray Cat Vintage is down the street 335 feet away from Memo’s and they have ventured into multiple businesses since opening two decades ago. Tillie, the founder of Stray Cat Vintage, says she first branched out into costuming since it works nicely with vintage clothing. Then she later merged with a record shop from Brea to become “Stray Cat Vintage & Black Hole Records.”

The Stray Cat’s window facing Harbor Blvd in Downtown Fullerton Calif.

Tillie working on a neck choker from the 90’s inside The Stray Cat’s Vintage in Dwontown Fullerton Calif.

Time will fly, but vintage is timeless. That is a phrase you will hear when talking to anyone involved in this subculture. Be it from the consumer enthusiast, to the business entrepreneur the same phrase was repeated consistently. Vintage is here to stay yet will always live in the past and that’s what people love about it.