This post was written by Lindy Shopper.
On a tip from DJ Kristy Milliken, I checked out Emmy, a Swedish company making vintage-inspired clothing – what I found was a really noteworthy clothing company, and here is why:
1. Their pieces really bridge the gap – you could mix and match a lot of these pieces with modern pieces or vintage pieces and they wouldn’t look out of place. Versatility is so important in a wardrobe.
2. Their pieces go together – they have sweaters to match the dresses/shirts/skirts, versatile basics, and coordinating colors. You could actually put together a mini-wardrobe just from their pieces and not be wanting for casual, dressy, beach, work, and so on.
I see a lot of repro and vintage-inspired clothing companies going for gold with their dresses (which is great, but not 100% of the time – what if I decide to go glamping?) and sort of half-heartedly offering a few separates or the other odd piece. There is definitely a trend away from this and I am hopeful that there is a demand out there, because I know I am wanting more and more to incorporate vintage and vintage-inspired clothing into my everyday life, not just my dancing or singing life.
So how did Emmy get to this point of versatility and so many different garments? With a focus on “feminine, well-fitted garments that embrace and enhance the female shape,” with a goal of suiting all body types and ages and a focus on quality to create garments that can be worn year after year.
Emmy has done a great job with their adorable and practical collections – here are some of my favorites from their Spring/Summer 2014 line:
Lindy Shopper 