We started the idea of Future Vintage in 2015 because we can see patterns in style cycles and demand, by looking back into contemporary fashion history, (we start at punk), and what our clients buy today. A simple concept based on know-how and experience. Today, brands are self-appointing themselves as Future Vintage – that’s not how it works – and fast fashion brands are calling their, not so old, clothes vintage. It’s a sham. In 15-20 years from now, what vintage will we be buying based on today’s style and designs? It doesn’t look as good as the designers’ archives’ we are lucky to have access to now. It’s important to preserve the contemporary vintage you buy and should keep for a long time – we don’t subscribe to flip it culture, no one should – and to buy wisely from new collections. Because it’s all future vintage.