Machine-A Partners With Byronesque to Launch Vintage – BOF
Thu 4 Nov
Machine-A is going vintage.
The London-based concept store known for its fashion-forward edit of emerging labels has partnered with self-described “contemporary vintage” e-commerce site Byronesque to launch a curated selection of archival pieces.
The partnership — styled Machine-B — will feature items from Rick Owens, Maison Margiela, Raf Simons, As Four and Gareth Pugh. Much of the edit is made up of rare runway pieces that have never before been made available for sale. “We are very excited because this is the first time that As Four are opening up their private archives, specifically for Machine-B. We are also sourcing directly from Gareth Pugh’s private archives,” said Gill Linton, chief executive of Byronesque.
It may seem like an unlikely pairing: Machine-A typically champions young brands such as A-Cold-Wall, Martine Rose and Xander Zhou that cater to a younger audience reared on a fashion diet that prizes newness above much else. Meanwhile, Byronesque’s philosophy is to reject the hype that surrounds many streetwear-focused resale sites, rebranding vintage from the realm of luxury to cover brands that have achieved cult status over the last 30 years.
“We get frustrated with the way the resale industry presents itself. It encourages people to buy things without much thought because they buy with a view to reselling. All that does is keep more stuff in circulation,” Linton said. Byronesque “is all about encouraging people to buy a piece and keep it for a long time because it’s going to increase in emotional value, and if we’ve done our jobs right it will definitely increase in financial value.”
That’s an approach that resonated with Machine-A founder Stavros Karelis, who’s made it his business to play with retail’s norms. From day one at Machine-A, Karelis wanted to ensure that “there was never any physical distinction between womenswear or menswear and that emerging brands were mixed with high-end brands.” Now he’s partnering with Byronesque to mix rare items from vintage runway collections with his contemporary brands.