London Grilling: Sarah Fewell, Founder, Identity Party

In this week’s London Grilling, we sit down with Sarah Fewell, the dynamic force behind a thriving vintage fashion brand that seamlessly blends her passion for politics with the creative allure of fashion. From her journey as a political science graduate to carving a niche in the vintage fashion industry, Sarah shares insights into her unique venture that not only offers on-trend pieces from the '90s and early 2000s but also champions sustainability in the face of fast fashion's environmental impact.

Can you tell us a bit about yourself and how you got started in the vintage fashion industry? 

I always wanted to work in fashion, and I interned for a range of brands at London Fashion Weeks throughout my time at university. I did my undergrad in politics as it’s a subject I’ve always been passionate about, and I always wanted to carve out a way to marry my passion for politics and my creative interest in fashion. Starting a vintage brand seemed like the perfect way to do this as the fashion industry is a huge polluter and there are so many discarded clothes out there just waiting for a chance at a new life! 

That’s great you could bring your two passions together! What inspired you to open a vintage shop? Is there a particular story behind it? 

I spent so much of my time shopping in charity shops and at kilo sales whilst at University and one day I came across 2 dresses in a charity shop which I loved but weren’t quite my style. I sold them on quickly and realised it could be a fun and profitable side hustle. It quickly grew into a business and I found suppliers and wholesalers to purchase stock from. I was selling on the app Depop who invited me into their offices on a regular basis to provide market insights and trial beta versions of the app to give feedback on. 

How would you describe the concept and style of your vintage shop? What sets it apart from other vintage stores? 

I’d describe it as a curated collection of on trend pieces from the 90s and early 2000s. I aimed to create a brand that provided a range of clothing that felt current, accessible, and highly wearable- just like shopping at a high street brand with the ease of online shopping, but without manufacturing any new and creating any waste or emissions. As everything is handpicked the element of rummaging through items to find a gem amongst them is taken away- something which other vintage stores can lack in my experience. 

What challenges did you face when starting your own business, and how did you overcome them? 

I’d never run a business before, so it involved a lot of learning curves and teaching myself new skills!

How do you source your vintage clothing and accessories? Do you have any specific criteria or preferences?

I use wholesalers mostly based in Europe. The stock has a quick turnaround- pieces can sell the same day that they arrive through the door, so I’m always looking for pieces that are current and on trend.

Can you share any interesting or unique pieces that you've come across in your vintage hunting adventures?

I once found a genuine 1960s leather NASA bomber jacket covered in patches! 

What do you enjoy most about running a vintage shop? Is there a particular aspect that brings you the most satisfaction? 

I really enjoy the sourcing and putting together collections. Also, the knowledge that it’s preventing clothing from going to landfill- over half of all discarded clothing goes to landfill and there are enough clothes on Earth to last 7 generations without making anything new. It’s so satisfying to contribute to the prevention of this and know that my customers get new pieces that they love. In the 6 years running the business I’ve sold over 40,000 pieces which would have otherwise gone to landfill.

You have had some very successful pop-up stores in London, did you expect to have such a large turnout of eager shoppers?

The turnout has been surprising- it was raining on the day of the most recent one but there was a queue of over 100 people before we even opened! 

That’s amazing, you have certainly carved out your name in the London, vintage space! What advice would you give to other young women who aspire to start their own business in the fashion industry? 

Go for it, and don’t be put off if you don’t have any connections. I obtained all my internships by sending out literally hundreds of emails to every single fashion week press contact I could find online. I had zero connections and I was 17 years old during the first internship- I had to ask my college for permission to take a week off! Do anything you can to get a foot in the door.

How inspiring! How do you envision the future of vintage fashion and its role in the broader fashion industry? 

Second hand clothing is set to be bigger than the high street by 2030 which I think is amazing. I hope the popularity of it puts pressure on fast fashion brands to adopt more sustainable practices- things like using recycled materials, rentals, offering circular buy back schemes etc. 

Where are your favourite spots to eat/hang out in London? 

Mare Street Market, Tate Modern, Old Street Records 

Where can readers find you online? @identitypartyshop on instagram @identityparty on tiktok