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  • We asked the cult
    American boutique
    What Goes Around
    Comes Around to
    show us their most
    exciting vintage

The Fashion Vault

by Hollie Moat. Photography by Fumi Nagasaka. Styling by Sarah Cobb. Retouching by Color One NYC

‘Vintage is about collecting, about building a view of your personal style,’ explains Seth Weisser, who founded What Goes Around Comes Around with Gerard Maione in 1993.
‘We founded it with the idea that a highly edited vintage store with a real point of view towards high-fashion would create a platform for all customers to understand and shop vintage. We’ve travelled the world and put together a highly curated collection ranging from the 1880s to the 1990s.’
For the boutique, which has locations in LA and New York, the industry’s top luxury labels have been gifts that keep on giving, with key pieces increasing in desirability every year. 
The duo are crazy about Chanel and have spent the past few decades amassing the world’s largest selection of vintage pieces from the French label. ‘There are so many amazing designs in everything from accessories to clothing – it’s truly amazing what the house has done,’ Seth says.
He explains that marquee names such as Chanel, Alaïa and YSL are most popular with women, while ‘rock tees and vintage denim are staples for our guys’.
And his own favourite era for style? ‘The Sixties were amazing. It’s when the fashion revolution began and counter-culture started to expand the horizon. You also started to see fashion trendsetters like Jimi Hendrix and the Beatles wearing vintage pieces to differentiate themselves from the crowd.’
When it comes to shopping, Seth suggests finding ‘items you love, and make sure they are in good condition. Really great vintage pieces can last a lifetime’.

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