Frock&Roll: A Retro-spective Of The Story So Far

As we are celebrating Frock&Roll's 2nd birthday this weekend we thought we'd publish an interview Ali did for Zara King and her blog The Hideaway back in the day, not long after Ali opened the shop. This is a great insight into the mastermind behind Frock&Roll as she muses on the fabulous business of vintage.

Frock&Roll Vintage Gem - Q&A With Founder and Owner

Zara: Happy that I had finally discovered a vintage gem in Reading, (my home town) I immediately headed on over to the gorgeous Frock&Roll on Watlington Street. I was lucky enough to be able to catch up with the ever-so lovely founder and owner, Ali Redfern, who was able to fill me in on the details of how she came to open her dream shop ... 

I understand Frock&Roll opened its doors in July of this year (2010), what made you choose Reading as a location for your shop?

Reading was a natural choice as I felt there was a lack of vintage shops in and around the area, yet there was a real demand from individuals for something different from the high street. Also Reading is my own home town so it meant I had lots of support from friends and family in starting my venture.

What was the inspiration behind Frock&Roll?

I had been thinking about it for a while, at least a couple of years. I have always been passionate about vintage clothing and I knew I wanted to have my own business so the two came together. However, it took time to source stock and build up the courage to just go for it. It was such a big change from working for the large corporate companies I was used to.

Where did the name Frock&Roll come from?

I had thought of various ideas around the word and meaning of vintage and came up with a list of names. Frock&Roll was one of them and I found the web domain frockandroll.com was also available.  I asked quite a few friends and they liked it, so I just plumped for it.

What is your own personal definition of vintage?

Personally, I would say vintage is over 20 years old, so 1980’s and before (early part of the 90’s as well now). I use the rule of a 20 year period but I know others who have different ideas. At the other end of the scale any clothing over 100 years old would be classed as antique.

 

When did your love of vintage first develop?

Oooo … years ago.  I always loved charity shop shopping when I was younger and my mum had dresses from the 50’s that I loved to dress up in and I have always loved things a bit different.  As well as vintage I like one off’s and re-worked items, I think I have always veered towards that since I started buying my own clothes as a teenager. 

How would you describe the Frock&Roll customer?

It really varies, from young teenagers to … well, customers in their 70’s and 80’s.  I've had older ladies in buying dresses to go on cruises.  Younger students come in who like to get original versions of current styles. Basically I get customers in of any age that are looking for something a bit different or for a special occasion. However, the majority of customers I would say are in their 20’s, 30’s and 40’s.

Are there any particular eras that are more popular than others?

Again it depends on the individual. Some people love a particular era such as Rockabillys or Mods. 1950’s dresses are always very popular as they are timeless, have a great shape and are glamorous. A lot of younger people love the 80’s style … as unlike me they didn’t live it the first time round! 

 

Do you think that vintage has a future? And if so, where do you see it going?

I think at the moment there is quite a big resurgence with vintage because it is ethical, it is also very individual.  There is a lot of press with celebrities wearing vintage which is great. Although, unlike new clothes there is only a limited supply of vintage, so at some point it may change a bit and I think re-worked clothing will be seen more, also we will see more 90’s fashion resurfacing. Vintage, charity and thrift shops have been around for years, because people love getting a unique piece of clothing at a cheaper than high street price … so there will always be a market.

Have you noticed people in your shop picking out key trend pieces?

Customers can find the original versions of modern looks that have been inspired from past fashions. They can also find pieces that are currently en-vogue but with a twist. The pieces will be unique and have a piece of history attached to them.

At the moment people are looking for jumpers – particularly the Icelandic type 80’s jumpers and also Faux Fur Coats. (Fast forward to July 2012 and the top picks are currently denim and army jackets.)

Which items sell well?

It changes with the season. Accessories (bags, brooches, scarves etc) always sell well as they do not need to fit the customer’s measurements.

How would you describe your own personal style?

Eclectic probably, I’m not into one particular era.  It depends what mood I am in I guess, sometimes I will get really dressed up in a 50’s cocktail dress, other times I like a more casual look of jeans and a 80’s knit. I look everywhere for my clothes, vintage shops, high street, charity. I like to mix and match. I own a lot of vintage clothing, however sometimes when I am at home I will just want to wear some old PJ bottoms and a t-shirt. It can be embarrassing if I just pop out to the shops and haven’t made an effort … I think oh no if someone sees me and knows I work in the shop.

What is your Favourite?

Film: Rocky Horror Picture Show. I was in a charity show of this when I was 17 and absolutely love watching this film; It brings back such great memories and I can never tire of seeing this.

Book: Milan Kundera’s The Unbearable Lightness of Being. I like books that are either biographical or are poignant and make you think about life in a different way.

Music:  There's really not much I don't like, but I have always been an Indie girl at heart.

Any tips, quotes or advice you believe in or live by?

Always be yourself. Wear what YOU want to wear ... ooh, and good manners cost nothing!  Rudeness is my pet hate.

Many thanks to Zara King for her kind permission in allowing us to publish this interview. We're currently putting together a blog post on the question of what vintage means to its different users and abusers, lovers and enthusiasts. We'd love to hear from you on what you think vintage is and what it means to you, why you buy/don't buy it, what you buy it for, what you look for, what your favourite eras and looks are and who inspires you. All your thoughts on vintage really! So if you can spare a few minutes to spill the beans, we're all ears. Either leave a comment here, or on Frock&Roll on Facebook or email Ali: aliredfern@hotmail.com. We'd love to hear what you think.

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