Klosterman explains that culture can’t read a clock and that decades are a social construct, defined by our collective perception. A concept that exists not in objective reality, but as a result of human interaction. It exists because humans agree that it exists.

For example, the ‘80s didn’t start at midnight on December 31st, 1979, it started at the height of the Blitz Club and Vivienne Westwood’s Pirates. Using this logic, the ‘90s arrived with Tom Ford at Gucci, and ended, accurately described, by the Palais Galliera Paris, with the big bang in 1997, most notably with Margiela and Comme. And the 2000’s with Ghesquière Balenciaga, 2002, at least for now.

Looking back at the decades and clothes we now long for, we all thought there was no value in keeping things for a long time. It looked bad to be in last season, let alone last decade, but we all have stories about the things we wish we’d kept or regret not buying.

We created the idea of Future Vintage to inspire people to ‘buy it and keep it for a long time’, because, today, fashion is collectable and increases in emotional and financial value. And because it’s the sustainable thing to do, when the alternative is a disposable culture of buy it and flip it.

What you buy today is going to define the collective perception of the decade in the future. Assuming what you buy will last long enough. Elevate your fashion heroes and buy from emerging talent who are the future of fashion.