It's great when customers come back and show us how they styled a garment they bought from us and tell us they got compliments.
How did your business start?
In 2015, My, who owns the concept, started a children's second-hand shop in Helsingborg. In the autumn of 2020, she contacted me and asked if I wanted to start up a women's section in the store.
At the time I was working as a teacher and didn't have much time, but since then it has grown step by step. I am responsible for the fashion and style interest while she is the entrepreneur. Today we have a store in Malmö and also organise pop up events in other places.
What is your vision for the shop?
Here in Malmö, we've realised that it's great fun to be here. Customers like our style and we are inspired by theirs.
The vision is to be a meeting place in a city where second hand already has a strong culture. We want the store to be a place where you can hang out, get inspired and find garments that you can really style and make your own.
How do you work with sustainability in practice?
We sell on commission and do not accept large quantities of clothes from each person. This allows us to control the range and avoid a surplus of garments.
We always encourage our customers to cook, care for and use what they already have. While we love it when customers shop with us, we would never encourage unnecessary consumption.
We often talk to our customers about how they can style the clothes they try on with things they already have at home. For us, it's important that second hand doesn't become another way of over-consuming.
What does being part of the City mean to you?
It means a lot. For me personally, it has been a dream for years.
When we arrived here, we were warmly welcomed by other shops in the area, which says a lot about the city. There is a generous and supportive culture where we tip about each other and cherish the community.
How do you select the range?
We have clear guidelines and are careful about quality, colour and certain brands. At the same time, customers are always welcome to bring in their garments and we will look at them together.
The garments hang in the shop for six weeks. If they are not sold, they are collected by the owner, and otherwise we take them over. We can then remake them, sell them at events or donate them.
Because we keep a smaller range, we can ensure that everything gets a chance to be used.
What inspires you in your work?
People are the biggest inspiration. Just standing and looking out on the street in Malmö can give you so many ideas, there is so much personal style and expression.
We are also very inspired by our customers. Seeing someone genuinely happy about trying on a garment or finding something that feels just right is a great motivator. It's extra fun when customers come back and show us how they styled a garment they bought from us and tell us that they received compliments.
We have a lot of regular customers who come in often, sometimes just to say hello. That relationship and the energy in the store means a lot to us.
What do you hope customers feel when they leave the shop?
We hope they feel joy and inspiration.
That they want to come back, but also that they want to pass it on and inspire others.
If someone has never shopped second-hand, what would you say to them?
A good way to start is to make it more concrete. Focus on one category, such as colour, garment or brand, so that it doesn't feel overwhelming.
It can also be more fun to go with someone. It helps you see possibilities and combinations that you might not think of on your own.
When customers come to us, we always try to find several ways to style a garment, preferably with things they already have at home. It makes the purchase feel more thoughtful and useful.
It's also a good idea to think about the type of shop you visit depending on what you're looking for. All second-hand shops have their own style, and this can make the experience both easier and more enjoyable.
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