Interview: JOO Vintage

If you live in Berlin, have visited Berlin, or have only heard of Berlin, when it comes to fashion, one style trend has retained its number-one spot on the charts for well over the last ten years.

Vintage clothes have seen several evolutions over the decades. From the 60s and 70s, when the counterculture movement had young people first rebelling against mainstream fashion, seeking unique, second-hand clothing as a form of self-expression and resistance. To the 90s, the era that became synonymous for many with the grunge movement, popularized by bands like Nirvana, which embraced thrift store fashion and second-hand clothing as part of its aesthetic.

Photo by Freja Riemann

Photo by SHUTO

As the new millennium rolled around, it wasn’t just about the rise of boy bands and fears of computers melting come midnight. It was also about eco-fashion and sustainability. By the early 2000s, growing awareness of environmental issues and the negative impact of fast fashion led to increased interest in sustainable fashion practices, including buying and wearing vintage clothing as an eco-friendly alternative. However, it wasn’t until 2010, with the rise of social media, that the fashion economy was transformed into what we know it to be today. Propelling vintage clothing into the mainstream, making it a significant style trend and, a cultural phenomenon.

Photo by Netta

These days, a good vintage shop seller is not unlike a good hairdresser or dentist. When you find “the one,” you’ll be a devoted customer until you move, they move, or any other form of the unthinkable happens. Netta, store owner of JOO, a 90s and Y2K-inspired vintage shop that stocks local designers such as x.Daughter7000, Three Forms of the Light, and Celeste Burgoyne, opened its doors in October 2023. Initially starting to collect vintage items without a clear intention to open a shop, Netta finally opened her first vintage store, “Oh Mini I Am,” in Berlin over twelve years ago, which she then held in a shared premise with fellow vintage store “Let Them Eat Cake”. But as all good things must come to an end, after more than a decade, it was time for a new challenge. In 2023, Netta bid adieu to her old store and embraced a fresh start with a complete rebrand, driven by a desire to grow and a need to express herself more freely—an all too familiar feeling known and shared by many.

We had a chat with Netta and discussed everything from the challenges of being a solo business owner to the most underrated elements of a good vintage shopper experience, and how to stay sane after a busy or overwhelming day work day.

When did you open JOO?

Netta: October 7th 2023

How did opening a vintage store come about for you?

Netta: It was a very natural process, deriving from my interest in fashion and passion for vintage and second-hand items. I first started collecting vintage items without a clear intention to open a shop, and it grew very naturally, leading to the establishment of a shop.

It all started with a different brand, Oh Mini I Am, about 12 years ago. I’ve always loved second-hand sourcing, and I had both the luck and skills to find amazing vintage pieces. I first sold at markets and then launched an online store. For the past 10 years before opening Joo, I shared premises with another shop in Neukölln. I decided to move on my own and do a complete rebranding because it was time to grow, and I wanted to express myself better with the new premises and the brand.

Photo by Marijana Jocic

How long does it take you to source pieces?

Netta: This is difficult to say because it’s a constant on-going thing. My eyes are always open for cool pieces!

Is anything in your store by independent designers, or is it all exclusively found designer pieces?

Netta: Yes, I have items from four different local independent designers! Designer duo x.Daughter7000 that does up-cycled clothes, Three Forms of the Light that does crochet and knit pieces, and Celeste Burgoyne with up-cycled items as well.

Where do you look when you are searching for the best vintage clothing finds?

Netta: Everywhere!! I do a lot of buying trips abroad, and I always end up sourcing when I do private trips as well.

Photo by Marijana Jocic

Do you have any tips when searching for something specific online or irl?

Netta: It can sometimes be challenging to find something specific you are looking for, so patience and giving it some time is crucial! Generally, I’d recommend investing in good quality pieces that last. This actually saves you money in the long run!

What’s one of the most difficult things about running your own business?

Netta: I run the business alone and the most difficult part is that my mind doesn’t often get a proper break from it.

What are some tips for creating a fun store atmosphere that people enjoy coming to?

Netta: It’s important to keep the shop clean and tidy and visually appealing. Music choices are important too.

Do you sell your items online or exclusively in-store?

Netta: Currently, I only sell in-store but I’m always willing to ship to customers if people outside Berlin want to purchase something they see on our social media.

Photo by Marijana Jocic

Do you have a vintage supplier?

Netta: I have a few different ones.

Do you have any pets?

Netta: No but I love all animals and one day I will definitely get a dog.

What’s your go-to meal // or song when you are feeling sad or overwhelmed?

Netta: I love pasta if I’m sad or overwhelmed. It’s very comforting.

If I’m sad or exhausted I love listening to 90s music, like What Is Love by Haddaway, Be My Lover by La Bouche and also Modern Talking etc. These always give me so much energy and make me feel more positive, as well. If I’m overwhelmed I listen to Buddhist or Hindu chanting or heart connection frequencies. They calm me down and help me stay centered.