James Veloria on Patience, Curating Community and the Buzzcocks
Words and Makeup: Grace Ellington | Photographer: Kristina Shakht | Photo Assist: Emma Belle Fischer | Stylist: Katy Cutbirth | Model: Jade Bolton | Hair: Takayuki Umeda | Store: James Veloria
Heading up the stairs of an unassuming looking mall under Manhattan Bridge in Chinatown you might pause for a moment to think, is this the right address? Until the rainbow painted store front of downtown's cult favourite vintage shop James Veloria comes into view.
The interior of James Veloria is a riot of silver tinsel, murals and mirrors but the clothing is clearly the selection of a serious fashion curator. Issey Miyake, Junya Watanabe and Comme De Garçons hang alongside 90s Chanel and Alaïa. These aren’t splashy immediately recognisable pieces, instead the sort of extremely beautiful item you might admire on someone effortlessly cool before being told oh this? It's archival.
Despite the achingly cool stock, co-founders Collin James and Brandon Veloria have managed to make the sort of welcoming space you can easily spend hours trying things on in. The extremely fair pricing reflects the duo’s desire to see these precious pieces of fashion history living and breathing on people and not just on the hanger.
Read our interview with Brandon below to get their top vintage shopping tips and find out how a lifelong obsession with vintage is sparked.
Tell Us Your Origin Story as a Vintage Obsessive
When I was teen, my friends all skated in front of a vintage store’s parking lot. I used to go in and talk to the shop owner Lynn, who’s still a friend and mentor. I came out pretty young and didn’t always have a place to go that felt welcoming to me but I always felt safe and wanted there.
Since then in every city I’ve lived in a vintage store has been where I hang out and have met most of my friends and peers. For me they’re places where creative like minded people can meet and bond over a shared love for the history of clothes.
As well, consuming in a way that symbolises counter culture and going against what’s popular and in department stores. When we opened JV, it was important for me to create a safe space for our queer community. The way we’ve hired staff, cast shoots and designed the interior of JV signals to our community that our store is a safe space built for them. It’s their living room.
What is Your Top Tip for Vintage Shopping?
My tip for shopping is to really look everywhere and anywhere. I think it's about consistency and patience to dig through everything and find what speaks to you.
Which Designer Collections Are You Always on the Hunt For and Why?
I think my taste is always changing so it depends. Currently, I'm buying a lot of 80s Issey Miyake knits. The construction and fabrication are always beautiful and innovative.
Who Would Be Your Dream Celebrity Customer and Why?
I've been listening to a lot of Faye Wong lately. Her style in the 90s and 00s is pretty inspiring.
What is Your Current Favourite Piece in Your Archive, and Do You Have a Story of Sourcing It?
My favourite piece in my archive is a Christopher Nemeth deconstructed blazer owned by Pete Shelley of the Buzzcocks. It was given to us at the very beginning of our business by his bassist so it's also sentimental.
What Do You Wish More People Knew about Shopping Vintage?
That there's something for everyone. You just need to take the time to find it.
