Hidden beyond the doors of 1121 Broad St. is an extraordinary world of vintage apparel, hats, handbags, jewelry, shoes and even lingerie. Vintage Ooollee is modern life’s time machine to all things vintage.
Caren “Ooollee” Bricker opened Vintage Ooollee in May 2008, influencing the city of Augusta with her fancy for fashion. But why vintage?
“Vintage clothes are made so much better,” Bricker said. “The clothes you buy today, so many times, don’t even last through one washing – they fall apart, buttons fall off, hooks break. I have clothes in here that are 60 years old and still in fabulous shape.”
Beth Ann Johnson, vintage clothing apprentice, shares Bricker’s love for vintage and encourages others to give vintage a try.
“What people don’t know is you can wear vintage today,” Johnson said. “Vintage clothing is unique and well-made and you can’t find anything like it anywhere else.”
According to Bricker, “vintage” includes pieces from the 1970s and older. Today, many consumers consider 80s style as “vintage,” so Bricker ranges her collection from 1880s jackets to 1980s sweaters and prom-inspired dresses.
Bricker is a curator of vintage fashion. Individual pieces are categorized into eras by a process of studying styles, fabrics and sewing techniques. However, just because a garment is “vintage,” does not necessarily make the “Ooollee” cut. Pieces must fit three categories: sellable, unique, and have great color.
“I love the fashions from the late 30s and early 40s,” Bricker said. “The (clothes) are beautifully tailored, flowing and just fabulous. The fabrics were wonderful and the embellishments were simple but elegant.”
Despite her love for color, Bricker’s favorite piece she sold was a black 1930s dressing gown from london.
“You could picture lana Tuner (wearing this) at her vanity with a cigarette in a her cigarette holder, a martini on the counter, while powder-puffing her face,” Bricker said.
At Vintage Ooollee, fashion is a thing of the past, literally. According to Bricker, clothes have individual histories.
“I ask (the owner), ‘Where did you get this? Where did you wear it? Who’s wedding? What year?’” Bricker said. “I record all of the information and associate the history with the garment. I bought something from a lady whose husband was a big executive for a company. She bought an outfit to a board of directors meeting in South America. It was a pink and white flowing caftan. She was a fare-skin blond, oh, she must have stuck out and looked so wonderful.”
Vintage Ooollee partners with Modish Salon and Spa to produce vintage-inspired hair and fashion shows at Sky City music venue.
Patty Theien, owner and master cosmetologist at Modish hopes to expand future fashion shows to a wider audience.
“I think vintage is a new thing for young girls,” Theien said. “This year we are doing three shows: something outside and free so all the young girls and people can see it, another show with the Arts Council, and we would love to do something with a live band and make it a free show.”
When coordinating the show, Bricker tries to incorporate as many colors as possible with perfectly matched models and clothes.
“Every single piece of clothing is oneof-a-kind and every man and woman is different,” Bricker said. “I try to fit them perfectly so it looks fabulous on the runway. I don’t want it too snug anywhere. If it is, then that is not the piece. I just had a lady in this morning and I heard the ‘zip,’ ‘gasp,’ ‘I love it!’ That is exactly what I want to hear.”
According to Bricker, until the perfect person comes along and “marries” the right garment, they will stay on the shelves, packed in a box or hung on a rack.
“My job is to try and find each garment a perfect home,” Bricker said. “I guarantee that I can find it a good home with someone who loves it. They are deserving of that.”
For new “vintage virgins,” Bricker’s advice is pick out something you like, something comfortable and something you would wear again. Most importantly, try it on.
“Once you put a body in it, the clothes grab a whole new life to them and you may feel that you love it,” Bricker said. “If you’re going to have fun, then have fun with what you wear. Do something different, out of the ordinary, have fun and let life have spice!”
Shopping at Vintage Ooollee is not just about the clothes, but the experience.
“I’m trying to do (my shop) more as a customized boutique where I offer customer service and I help you find just what you’re looking for,” Bricker said. “I want people to come in and have a good experience. I’m building relationships with people, not just selling clothes.”
Abby Ward, a drug representative, came in to Vintage Ooollee for a quick blue and orange outfit to match the current drug she was promoting.
“My experience has been unbelievable!” Ward said. “I’ve been in here for almost two hours.”
For Bricker, the experience was the same: “I’m not just going to work, I’m going to play.”
Vintage Ooollee is open Tuesday through Friday from noon to 6 p.m. and Saturday from noon to 5 p.m. Bricker also takes private appointments.
Ultimately, it all boils down to fashion. From mannequins in the windows dressed head-to-toe to the thousands of garments hanging along the walls, every individual can find something at Vintage Ooollee. “Fashion helps you display your own individual personality through your clothes,” Bricker said. “Fashion helps make who you are: ‘it’s not who you are, it’s what you wear.”