F I T

In the year 2020, Ianna True found herself in a state of uncertainty about where she wanted to go next with her life and career. With a longtime interest in fashion and styling, she started taking an fascination in thrifting and upcycling. True noticed that secondhand clothing shops seemed to treat the presentation of their stores and products as a relatively low priority. True, who was earning a degree in accounting, began to think about how thoughtful design and decor might benefit a thrift shop. She had the idea that giving the space a cute, trendy style would create a more inviting atmosphere for customers. Intimidated by entering the fashion industry, True had no expectation that such a business would ever become a reality.

That would change later that year when True encountered a commercial space in Windham, New Hampshire while looking for an apartment. At the young age of twenty-two, she signed the lease in September 2020, and opened the thrift store Fits The Vibe on October 10th of the same year.

“It was obviously a big risk, but I’ll always be grateful that I decided to do it ... it ended up being one of the best decisions that I’ve ever made,” said True.

By the following September, Fits The Vibe had outgrown the original space in Windham. That same month, the business moved to a more spacious location: a former school building in Salem, New Hampshire.

Today, Fits The Vibe stands out as a brick-and-mortar store amidst the increasing popularity of e-commerce. There is a certain in-store experience that online shopping is simply unable to replicate. True aimed to make Fits The Vibe not just a place to buy secondhand clothing, but also an interesting shopping experience with an original atmosphere, and it definitely shows. True has taken the potential of the physical storefront in directions that other businesses would not even think to go. In addition to everything it has to offer, the physical design of the store is worth exploring for its own sake.

The engaging design of the store highlights the excitement and genuine dedication she has for both her business and the creative potential of thrifting. Besides the retail space for secondhand fashion and collaborations, Fits The Vibe features lots of fun and unique photo opportunities. They have everything from curated collections of neon signs and posters throughout the store to a charming corner with leaf-covered walls and decorative mushroom sculptures. There is even the bright and dreamy cloud room, which has become a staple attraction of the business.

“People will spend hours in here taking pictures,” said True.

Fits The Vibe is a thrift store dedicated to True’s belief in the importance of sustainable fashion. With the fast fashion industry’s exponential growth in recent years, the way clothing is increasingly treated as disposable has become a cause for concern. Both the manufacturing and disposal of clothing can be deleterious to the environment, so proponents of sustainability encourage consumers to engage in the reuse and recycling of clothes. Thrifting allows people to make use of unwanted clothing, extending its lifespan instead of leaving it to be treated as waste.

“People aren’t really aware how much clothing does impact the planet, so I feel like being able to offer secondhand clothing to people gives them the opportunity to choose sustainability over shopping new,” said True.

True also had the idea to feature small businesses and artists as in-store vendors. With approximately thirty current vendors, True has proven this to be a successful strategy. She estimates that, over the two years the store has been open for business, there have been about one-hundred collaborations with different creators. Having successful small business experiences at Fits The Vibe has motivated collaborating vendors to see more potential in their businesses.

Collaborations started with upcycled clothing such as repurposed sweatshirts and flannels, but soon grew to include all sorts of creations. The store provides a space where a diverse group of artists, entrepreneurs, and small businesses can highlight their products. One vendor, for example, started selling products at Fits The Vibe at the age of twelve. True is enthusiastic about providing an environment where creative people can get started selling their works.

“I love being able to give people the opportunity to start their businesses... I think it’s really cool how many more people are able to start small businesses nowadays,” said True.

Fits The Vibe is an independently-owned store in an area that is somewhat lacking in entrepreneurial presence, especially in terms of apparel shops. True had never seen a business that sold upcycled clothing or accessories in-store, but it fit her interests and, well, the “vibe” of the shop.

Early support for Fits The Vibe came primarily from True’s family and friends. Though it was officially a self-run business at first, she knew that she couldn’t have done it without her team. Her first few employees were some of her best friends, and she has since hired a total of five staff members, including a photographer, to help with the store’s in-person and online presence.

The brand found many of its customers and some vendors through the internet. Upcycling gained a lot of its popularity online as an accessible and affordable way to obtain creative and unique clothing. Since True’s business came to mainstream attention via social media, where it remains prominent, online spaces have made connecting like-minded creators and small businesses easier than ever. As both a new thrift store that makes for a fun experience to visit and a hub for independentlyowned businesses, Fits The Vibe quickly established itself as a perfect fit for the Greater Boston fashion and upcycling scene.

In order to continue providing a wide variety for an expanding clientele, the store itself needs to grow too. The current layout of Fits The Vibe is organized by garment type: there are separate spaces for short-sleeve shirts, sweaters, and so on. To make it easier for customers to find exactly what they’re looking for, True hopes to have the space to also sort by women’s, men’s, and unisex clothing. For a small business, Fits The Vibe has seen a massive amount of growth. Further expansion and successes for the store will benefit not only the business, but the vendors it collaborates with and the community it is part of as well.

@fitsthevibe;