TRIAL, ERROR, UP-CYCLING
Up-cycling is one of the most (if not the most), sustainable approaches that fashion designers and brands can take in their craft or processes. I speak to the artist, and model Beslan about his first...
Where to shop in Paris
A curated guide of the best vintage shops, and independent brands to visit in Paris
In recent years, a vibrant subculture of vintage, underground, and sustainable fashion has emerged in Paris. While the city is traditionally synonymous with haute couture, there has been a noticeable shift towards concept stores, thrift shops, and boutiques celebrating vintage finds and ethical, emerging brands.
For anyone looking to explore this space, here's a curated guide to the best vintage shops and independent brands in Paris.
Founded by Milica Petrović, WAB is both her independent brand and concept store. "This Parisian space features young, ethical, and subversive French designers you won’t find anywhere else, offering a unique selection of items, all handmade with love," says Milica.
The shop carries fashion, footwear, and jewellery, highlighting emerging designers in made-in-France fashion. The space is also dedicated to upcycling, meaning many pieces are one-of-a-kind. The WAB concept store is located in the 1st arrondissement of Paris.
Many of the pieces in the shop feel like works of art, reflecting the very reasons we fall in love with fashion. They're the kind of pieces you spot on Instagram, from designers you either start following, save their posts, or simply admire.
Most of these brands—whether independent designers or upcyclers—typically sell only through e-commerce. Having all of these designers in a physical space, grounded in values of quality, art, and sustainability, is what makes it so special.
@wabconceptstore
"In 2022, I launched my concept store because I've always enjoyed direct contact with customers, a connection I experienced during my pop-ups. I wanted to create a space shared with several creators, as I found it more interesting to build a true creative environment rather than just a simple shop."
WAB is more than just a shop selling clothes; it’s a community of new-wave creatives and designers who share a deep appreciation for their craft. "The plan for WAB is to continue developing this creative community by integrating even more types of artists, such as tattoo artists, gem artists, piercers, and others," says Milica.
The WAB concept store blends several alternative styles, each shaped by the designer’s vision. What unites them is their commitment to eco-responsibility and ethical production methods, which Milica always seeks in a designer.
Since its inception, WAB’s community has grown through regularly organized events and a close relationship with its audience via social media.
Near Châtelet, and across the Pont Neuf bridge, you can find sustainable swimwear brand Poolday Paris. Alongside swimwear, the brand also stocks one-of-a-kind handmade crochet pieces, footwear, and apparel.
All Poolday materials are eco-consciously sourced, designed, and manufactured through limited-quantity production, with a focus on fabrics that are softer and of higher quality, primarily sourced from France and Spain.
I spoke to Jouhaina Khatib, the designer behind all of the bikinis. Jouhaina started as an intern three years ago, with a role that involved development and research through mood boards, keywords, and color boards, as well as pattern making. By the end of her internship, she was offered a full-time position and has been working there ever since.
We discussed the importance of marketing and having a business plan when it comes to running a brand. Jouhaina earned a fashion design degree specializing in business (bachelor's, 3 years) from LISAA Mode Paris (L’Institut Supérieur des Arts Appliqués).
"Having a consistent brand image helps you determine your style and build a strong identity. It is also crucial to speak to consumers via this branding, and that you are different from competitors which makes it easier to promote products”.
The women-led team consists of two people in the creative process, two in media & communications, two interns, three saleswomen, and an accountant.
"The fashion market is bombarded with fast-fashion brands, but we are gradually getting there thanks to second-hand and new eco-responsible start-ups". One of Jouhaina's personal favourites is Jimmy Fairly which is an eco-responsible French eyewear brand.
Founded by Lisa Lingenti, Nuovo Paris is a curated vintage archive designer shop located in the Marais, and loved for its elegant curation of archive pieces.
Sapeur Vintage is a designer thrift brand from Paris that also runs pop-up shops around the city called 'Puzzle'. This shop has some of the most beautifully curated selections of streetwear, jewellery, footwear, and upcycling you'll ever see.
The Broken Arm is a boutique specializing in designer clothes for men and women, founded by Guillaume Steinmetz. In addition to their curated streetwear selection, The Broken Arm also functions as a lifestyle brand, featuring a café within the boutique.
La Ressourcerie Créative is a second-hand store offering a selection of books, games, and furniture and clothes. The store also serves as a creative space and hosts many events such as their Creative Workshops. The workshops are organised by the store and volunteers, with a principle to offer a creative activity often linked to sustainable development through themes or second-hand materials, e.g. upcycling.
Thrift/Pay-per kilo shops
There are plenty of thrift shops and pay-per-kilo shops around Châtlet and Hôtel de Ville where you can also find great gems, although keep in mind that some can be quite touristy. Some favourite vintage shops include Tragic Vintage, Free'p'star and Hippy Market. There's also the chain Guerrisol , which offers a large selection of affordable second-hand clothes, with most prices ranging from 2 to 15 euros.
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