“With the whole pandemic situation-being a mother also, I wanted to make a little extra cash but also do something I enjoyed doing,” says Lauren Moran, who works and attends school full-time in addition to running her shop, Virgot Vintage. Items are sourced, photographed and posted often promoted organically using hashtags and Instagram stories. The market covers a wide swath: Everything from 90s fanny-packs to kitschy wooden dad joke plaques, from vintage Ralph Lauren to brass candlesticks and wicker chairs. Nostalgic longing fuelled an interest in all things vintage, and women-owned Instagram-based shops took off in Sault Ste. “We always have music going,” she said, “so that people come in, and they want to spend time in here and they want to come back.With many stuck at home over the pandemic winter and spring, scrolling and shopping on Instagram exploded. Nonetheless, the Vintage Underground has developed a following using its pop-up shops in Snowport, the holiday market in Boston’s Seaport District and the racks outside the store, promoting shoppers to take a walk downstairs.ĭeaderick said they try to make the store as “relaxed” as possible. “It was in pretty difficult condition when we got it,” he said. “I think people were bummed that kind of character was gone, but we’re trying to build that character back up.” “It’s a much newer type of vibe now,” Deaderick said. The floors, ceilings and paint were “revamped” to be much cleaner and organized, Deaderick said, a stark contrast from the grunge atmosphere of In Your Ear Records. “We’re trying to do some Instagram ads and stuff … but in the meantime, it’s been a little slow.” “People at BU who may enjoy the stuff that’s here … haven’t quite learned that it’s different now,” Petrillo said. “But we hope that over time, we can develop a following and people will seek us out.”Įzra Petrillo, vinyl inventory manager at the store, said they think it’s taking a while for people to realize that it isn’t the previous record store anymore. “We don’t have the visibility on the street that some other stores have,” Perry said. However, Perry said, the store, being quite literally below-ground, lacks the same conspicuousness a typical storefront holds. “We wanted to tap into the BU student population,” Perry said, as he sliced band t-shirts to fit the crop top trend of the audience his store is trying to appeal to. The Vintage Underground’s range in inventory aims to cater to another audience - the Boston University community. While Cheapo Records primarily sells vinyl and CDs, Perry said, the Vintage Underground carries a vast collection of finds. Sales clerk Rosalind Deaderick said the new store is a collaboration between Cheapo Records and vintage shop Vivant Vintage. “The store that was in this location a place I had been a customer of and a supplier of for, I feel like, my whole life.” When In Your Ear announced its closing in order to downsize to just its Rhode Island location, Perry’s attachment drove him to find renaissance for the once classic record store to carry on its legacy. Perry, also the owner of Cheapo Records in Cambridge said they carry a wide range of vinyl.
The storefront location - which was formerly occupied by In Your Ear Records for over 30 years - boasts a longstanding history of music at its roots.
“We just throw a lot of things people like into a space and hope it works.” “It’s just a fun place for people to find things that they think might be interesting,” said owner Bob Perry. This is the Vintage Underground, which opened last month - the newest addition to the Boston vintage clothing and retro knick knacks scene. But if you take a walk down the stairs at 957 Commonwealth Avenue, you’ll find not a bank, but a world of records, posters, books and vintage clothing. Just half a block from Agganis Arena and next to Raising Cane’s, there’s a building with an ATM inside. Is the Frank Ocean shirt from Hot Topic too ubiquitous? Have you ever wanted an item or piece of clothing that no one else has? Bob Perry, the owner, launched a vintage apparel business at 957 Commonwealth Avenue last month. Clothes and records on display in the Vintage Underground store.
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