VINTAGE DENIM, ESPECIALLY LEVIs, are pretty huge right now, and Etsy shop owner, Toni, of Fair Season has the best selection you'll find at super reasonable prices. She's got a great eye for vintage-- not just denim-- so take a look NOW; her stuff goes so so fast. I'm excited for her soon-to-come line of clothing!
Toni also happens to be super sweet and amazing and has extended a great discount code for you, my readers. Use the code MELIS20 at checkout to receive 20% off her entire shop until midnight this Sunday, May 22nd. Pictured here: the most beautiful denim culottes (paired with a dress from Ozma), white vintage Levi's 501s (paired with the Legs tee from OlderBrother x Zioxla), and a pair of linen shorts that are perfect for summer.
Read on to find out more about Toni and her vintage hunting process.
How did you get started with Fair Season and how long have you been operating?
I’ve been collecting & wearing vintage since I was a teenager, so it’s been a habit for a long time. I started Fair Season after a stretch of years working in retail. I got laid off and used my severance package to start a business. I went out to the Midwest, went to estate sales every weekend, built up an inventory and started photographing it. That was almost six years ago!
What sorts of items do you look for in your shop? Has it changed at all?
I specialize in denim and work wear, so that’s primarily what I search for. I’m always focused on unique washes and comfortable cute fits. Nearly 100% of my merchandise is US made, which is a good indicator of its age and quality. When I first started I stocked lots of different garment types, but I’ve always looked for a timeless, classic quality; things that will be chic and wearable for years.
Any tips for hunting for those vintage finds?
Lots of persistence and elbow grease! Fortunately we have some of the best flea markets in the world here in LA, so there are treasures everywhere. Spend at least a few hours and know what you’re looking for at the outset. You’ll get overwhelmed in five minutes otherwise, there’s just so much to see. I always recommend knowing your measurements, especially for online shopping. Modern sizing is different from vintage, so you’ll need to know your stats while you’re searching.
What other creative outlets do you have?
I love to cook and bake. It’s like therapy. Building a business requires a lot of long-range thinking and sustained labor. Cooking and baking are the opposite. I get to see results quickly and know that I was successful. That’s probably why I like it so much.
Describe a typical day at work and also a day off.
I have a range of tasks that need to get done in any given week, so I might be shooting new merchandise, shopping, laundering and repairing, listing and measuring, or packing orders. It just depends on the day. I also take time to do bigger picture things like bookkeeping and the other ‘back end’ organizing things that have to get done. When I do take time off I always try to go outside. I go to Griffith Park for a hike, or if I have a little more free time I get myself out to the desert.
What's next for you?
I have so many ideas and plans, but the most immediate one is making a few things. I want to have pairings for the vintage denim that I love so much. Stay tuned!