UP-AND-COMING Scottish brand Hunted Vintage searches the world’s fashion capitals to bring customers edgy and eccentric vintage pieces.
The brand was founded in 2015 by Nicole Perry, who grew up in Renfrewshire. A budding entrepreneur, Perry graduated in 2014 with a first-class BA (Hons) in Business Enterprise and Innovation after which she began a career in international banking.
That has proved the perfect match for her love of travelling. Since the age of 18, Perry has had exposure to the wider world. From living in Shanghai and London to backpacking around south-east/central Asia and, more recently, working internationally in banking across central Europe, her travels are a primary source of inspiration.
In addition to travelling, Perry has a passion for vintage. Her love of it dates back to when she was 15 and would purchase and sell vintage clothing on eBay.
It wasn’t until 2014 that the Scottish entrepreneur began buying and selling on a bigger scale. Perry purchased clothing at wholesale level and launched Elephant Juice Vintage [ILoveYouVintage] and continued to trade on eBay under her new business name. Over the next year, the brand significantly evolved and in November 2015, Hunted Vintage was established.
Born out of years of hearing those around her say, “I just don’t know how to shop vintage” or “Vintage shopping takes so much time”, Hunted aims to find edgy pieces for customers who struggle to shop vintage. Perry takes the time to hand-pick aspirational, hard-to-find pieces and bring them to life.
The brand’s fitting strap line reads “Let Us Do the Hunting for You”, something which Perry prides herself on. Travelling to the world’s fashion capitals, including London, Paris and Milan, she is adamant that no matter how big the business grows, she will continue to carefully hand-select every collection. Her passion for individuality and eye for outstanding pieces is at the heart of the label’s proposition. With customers from John O’Groats, Scotland, to Boston and Massachusetts, it is fast transforming into a global brand, growing through the power of the internet.
Hunted is inspired by model and vintage fashion influencer Kate Moss. Perry notes that the brand embodies the Moss mantra: “A great wardrobe doesn’t have to cost a fortune, but it does need to be Hunted down.”
Approaching its first birthday, the brand is getting ready to launch its third collection entitled POWER. Available from November 26, it will be launched at an intimate showcase in Glasgow. Focal points of POWER include pieces of colour, elevated sportswear, exaggerated hems and an element of utilitarianism – Return of the Mac.
POWER marks Hunted’s third seasonal range. The label’s collections are always inspired by a desire to be different and instil self-belief, empowerment and confidence within customers.
Of her collections, Perry says: “Hunted challenges the societal pressures and alleged boundaries put upon females in today’s society.
“It discounts traditional fashion rules and fast fashion fads, unleashing self-expression and personality.”
The next year will see further growth for the brand. Plans, so far, include pop-up shops and the offering of a bespoke service and styling sessions, all with the aim of continuing to make exclusive vintage pieces accessible to more people.
In the long term, Hunted aspires to become a recognised brand in the UK and further afield, with the overall ambition of becoming a platform for up-and-coming brands who like to do things a little bit differently. www.huntedvintage.com
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