Steven Bethell And His Vision For Beyond Retro

East Londoners are known for setting fashion trends. Every style savant from Broadway Market to Shoreditch High Street seems to be more inventive than the next and via vintage pieces, they’ve created the London hipster uniform we admire: a hodge-podge classic lines, throwback silhouettes and colours and textures that compliment and contrast all at the same time. One great must-shop destination is Beyond Retro, a preloved store that debuted in 2002 that went from clothing warehouse to retail store. It might very well be responsible for the evolution of London style over the last two decades. Nine stores and nearly 20 years later, the brand has expanded across the UK and Sweden with no signs of slowing down. We interview Steven Bethell, the founder of Beyond Retro on the vintage fashion market in London and what makes this neighbourhood such a fashion goldmine for start up style leaders and bigger brands too.

Something Curated: Tell us about Beyond Retro’s stores—what makes each store unique and special?

Steven Bethell: “Our store locations definitely have to reflect the character of the brand, also the unique elements of their surroundings. All of our locations are staff-suggested and we choose our locations based on where where they live and play. We want large footprint stores that are slightly off High Street locations, because we’ve sought out these places, we’ve found really special buildings to add to the Beyond Retro story. Our store in Dalston was originally an old sewing factory, our Brighton store was originally a bus depot and our Soho location was a former car park. Each building has a completely different story to tell, just like every piece of fashion on the shop floor. I love all of the stores, but my personal favourite is Cheshire Street. It was our first store and we turned it from a disused dairy, into an incredible vintage warehouse that became integral part of Brick Lane’s atmosphere. It’s seen so much over the last 13 years, and we’ve watched the area develop so much in that time.”

SC: Tell us about your career.

SB: “About 20 years ago, I found my first memorable vintage find. A pair of Levis Redline jeans. Since then, I’ve been an avid fan of vintage clothing. I’ve spent the past two decades as an innovator in the recycling business, working with everything from glass cans and cardboard to clothing. I run a used goods company in Canada called Bank & Vogue, which is now one of the largest brokers for second hand clothes in North America. I remember one of the turning points in my career was walking into a clothing warehouse, and being overwhelmed by the sheer volume of quality clothing available. The idea for Beyond Retro then snowballed from there.”

SC: What is the vision behind Beyond Retro?

SB: “Along the way I’ve met people that have taken the brand to a whole other level, most of whom are still with the brand today. It’s been the people, rather than the moments, that have kept the brand growing in the way it has. The vision behind Beyond Retro is about digging through the mass of clothes and finding relevant product to offer to our customers in an innovative way. Finding those perfect Levis time and time again.”

SC: What made London the best place to start your business?

SB: “London is a community that will take risks. Individuals are embraced and cherished, making it the perfect market for the Beyond Retro brand. Every element of London, from the customers to the competition, really pushes us to innovate and evolve, constantly bettering our offering. This unique London buzz translates into our stores, and the talented people who work in every store epitomise this exciting city through and through.”

SC: Talk to us about the popularity of the brand in Scandinavia as well. Are you looking to open any new stores and if so where next?

SB: “The energy that we get in London is really very much the same in Scandinavia. We are definitely looking at other European countries—stay tuned.”

 

SC: What did you learn from launching your first store? Tell us a little bit about the team behind Beyond Retro and the people who helped make this a success.
SB: “I’m incredibly lucky to have an acute business partner who has been a huge support from the beginning, but also the brand has attracted amazing talent over the years. From our Visual Merchandisers to our Product department, the knowledge and passion of the staff definitely keeps the business evolving. Kate Peters is the perfect example, working her way up from the shop floor to Managing Director, she completely lives and breathes the brand, and strives to push us forward.”

SC: Have you had any noteworthy people or celebrities come into Beyond Retro over the years? Who is the Beyond Retro muse or ideal shopper?
SB: We’ve had a lot of celebrity attention over the years, from Lady Gaga to Rihanna’s stylists coming through our doors. We’ve also had Adele saying one of her favourite place to shop when she was pregnant was Beyond Retro. But really the customer that I am most proud of is the person who wants to take a risk and just wear something different. I’m as charmed by that customer as much as the celebrity.”

SC: What do customers love about Beyond Retro? What are some of the most coveted items and some essentials that customers should walk away with?

SB: “I think people are in love with our breadth of vintage, but also our focus on trends and quality. We don’t just present a mass of clothing, we forecast trends and give our customer quality vintage clothing to suit a variety of tastes. In terms of essentials, good jeans are always a must, as is a beautiful coat and knit to see you through the seasons. Also a statement piece like an embellished dress or jacket is worth investing in as you’ll love it forever. Our Beyond Retro Label is also very popular with our customers. We take vintage fabric and re-manufacture clothes with a modern edge. Some of our best items in Label are currently our silk bombers, suede skirts and suede backpacks, all of them beautifully made and unique.”

SC: What are some vintage fashion brands or stores that you admire? Who are Beyond Retro’s competitors and what do you differently that helps the brand stand out?

SB: “We actually see High Street brands as our biggest competition. And what we offer is a more socially conscious product with an authenticity and individuality that the High Street can’t compete with. There are amazing vintage stores in London that I love. Pelican and Parrots in Dalston is one of my favourites, and when in New York, I always visit What Goes Around Comes Around.”

SC: Tell us about places you’ve travelled around the world. Which are your favourites?

SB: “I’m absolutely in love with India, and their love of colour always inspires me. I also love Tuscany, but that could very well be due to the wonderful red wine. And Sweden is always a wonderful place to encourage creativity, with their clean lines and inspirational people.”

SC: Tell us about your typical workday (or as typical a workday might get).

SB: “Being based in North America, my day starts very early working with our team in Europe.  I start at 5 a.m. working with both London and Sweden teams. Then my afternoon is based working with my wholesale team who is out of North America.”

SC: What’s your work uniform? What do you like wearing when you’re not at work?

SB: “My favourite work uniform is a dress shirt with a men’s 1930’s work vest and rolled up sleeves, a ‘60s red line jean with a pair of Oxford shoes with a thick leather sole.”

SC: Tell us about some of your favourite clothing brands and treasured fashion items.

SB: “The brands that inspire me are Filson from Oregon, Woolrich because of their amazing shadow plaids and Pendleton because they were the first ones to supply clothing to the gold rush.”

SC: What habits or hobbies do you do to keep yourself inspired? Tell us about something you do for yourself or for friends that keeps you happy.

SB: “For exercise I enjoy cutting wood in Canada and giving it to my elderly neighbours to help keep their houses warm over the colder months. Why pay for a gym membership when you can be outside?”

SC:  What’s on your music playlist?
SB: “Who can’t stop listening to Adele? She finds beauty in difficult times.”

SC: Where do you live? Where is your personal office and where in the city do you like to work if you’re mobile?

SB: “I move around a lot, but my main base is my home in rural Canada, near Ottawa. I’m lucky enough to live surrounded by wildlife. I try to spend a lot of time in the rag houses with all the clothes. There’s nothing better than standing in front of all the clothes for new ideas. I also like visiting the stores as often as possible to stay in touch with the customers coming through the door.”

SC: What is your favourite restaurant, cafe or bar in London or elsewhere? What is your favourite hotel or event space in London or elsewhere?

DB: “The cafe in our Dalston store is my favourite, and is currently being run excellently by Foxcroft and Ginger. Their poached eggs are the best! My favourite event space is the Hackney Town Hall.”

SC: Finish this sentence: ‘Always …”

SB: “Always enjoy your freedom.”

SC: And finish this sentence: ‘Never …’

SB: “Never stop growing, learning and progressing.”

SC: What’s your life motto?
SB: “‘Life is 1,000 times too short to be bored of,’— Friedrich Nietzsche”

SC: ?Golden piece of advice that’s taken you through your career.

SB: “’If you get tangled up just tango on,’ from the 1992 film, Scent Of A Woman.”

SC: What’s you favourite movie?

SB: “Dr. Seusse’s , The Lorax.”

SC: What’s your top shopping site?

SB: “Beyond Retro for sure and LeeValley.com