How it all began.
How it all began.
It was in 2017 that it all began, through a simple passion.
Steven, still in high school at the time, began collecting clothes that piqued his interest. Recognized by his friends for the quality of his curation, he started selling clothes from his personal wardrobe to his friends. Within a few months, word-of-mouth was flying around the South Shore of Montreal, where Steven was based, and the demand for his then limited curation exploded. Nicknamed "Ven" by those around him, Steven timidly launched Ven Vintage to sell vintage items from his collection. Ven Vintage was then only a hobby.
Steven explored different avenues in 2018, testing the launch of a clothing line, with his partner of the first hour, Jeremy. Simultaneously, Steven still cultivates his passion for vintage, which is slowly growing.
After experimenting with launching a clothing brand, Steven decided in 2019 to focus solely on vintage clothing, disinterested in the fast fashion culture and hype consumerism of trendy brands. Armed with the knowledge he has been self-taught for almost two years about vintage clothing culture, Steven decided to officially launch Ven Vintage, to which he devotes an average of 80 hours per week.
Jeremy officially joined Ven Vintage in June 2020, which until then had been a one-man operation run by Steven. Jeremy has always helped Steven on an ad hoc basis in the early days of the brand, and has followed the evolution of the brand closely. In addition, Jeremy and Steven share a distaste for fast fashion and its mind-numbing impact on the environment. By applying their knowledge of the retail world to the reality of second-hand clothing, the two partners are developing an unparalleled methodology and knowledge of the industry, which is experiencing staggering growth.
In 2020, the launch of a website and the holding of multiple ephemeral events in Montreal, Toronto and Ottawa allowed Ven Vintage to build a solid reputation in the world of vintage in Quebec. In 2020, the company became a vendor at Marché Floh, a gathering place for small second-hand clothing vendors in the Montreal area. Ven Vintage stands out for the quality of its selection, specializing in 90s clothing produced in the United States, which is rather rare on the island.
In 2021, the company expanded and several new faces joined the adventure, including Sébastien, NINETY's current financial director, Simon, Morgane and Colin. Ephemeral events multiply in 2021 thanks to the integration of new employees and more constant marketing efforts. But it's really in 2022 that the adventure begins for real.
Steven and Jeremy's lives revolve around Ven Vintage. However, the two boys realized that their needs were evolving, and that the company needed to evolve as well. By the end of 2021, Steven, Jérémy and Sébastien were thinking about possible avenues for the company's growth and decided to consider opening a store on the island of Montreal.
Adding to the balance of things is the fact that Steven's nickname is still in the company's name. With six employees now, Steven feels that it is time to change the name of the project and move on to the next stage.
The idea is still fresh in the team's mind. In the spring of 2022, however, they began plans to open a store and change the name simultaneously. A new look.
In April of that year, Jeremy made a phone call to Cedric, a marketing strategy consultant. Several consulting sessions over three months allowed the team to plan the opening of the store, which would come to life on Saint-Denis Street at the intersection of Mont-Royal Avenue, and to proceed with the complete rebranding of the brand. June 2022, Cédric officially joins the executive ranks as marketing director, and LE NINETY officially opens its doors on June 30th.
The entire initial concept is thrown out the window, and nothing is left to chance. The team determined that the second hand industry deserved a breath of fresh air, both locally and globally. To differentiate themselves, they decided to take a much more value-oriented approach to the items being sold, and tried to tell the stories behind the clothes being curated by NINETY, in order to do justice to the knowledge Steven, Jeremy and the rest of the team had accumulated over the years.
LE NINETY is a major project supported by people who have stars in their eyes. It is the dream of a few young people in their twenties which materializes around a common desire to bring people together around a common mission, in a welcoming and warm place.
LE NINETY was born out of a thirst for authenticity. Each new piece on the floor is researched, studied and classified by grade according to its country and year of manufacture, rarity and cultural significance. Each artist with whom we collaborate or welcome is someone in whom we see the artistic, conceptual and personal value. Unfortunately, it is often difficult as an enthusiast and observer of the scene to feel this honesty.
No compromise is made.
Whether it's out of love for the stories behind each piece of clothing, the fundamental need to collaborate, create, bring to life, or out of a simple desire to push members of our generation to change their consumption habits, this project means a lot to us. .
If you have already visited our store or if you read these lines at 4361, rue Saint-Denis, you will immediately understand what we are insinuating. Look around you, this simple room converted into a multidisciplinary space that can accommodate any event, any artistic exhibition, any other project in which we believe.