Vice's sneaker and vintage haven is celebrating six years in Iowa City

Vice Iowa City sits at the crossroads of culture.

Three friends inspired by the allure of a shopping addiction and sneaker culture are well into a business venture aided by fashion, camaraderie and culture.

In 2017, Peter Krogull, Tony Casella, and Demetrius Perry, opened Vice Iowa City, a boutique specializing in sneakers, vintage, and streetwear clothing. Six years later, the storefront is more than just an unexpected gem but a melting pot thriving in a diverse community.

The three like-minded individuals turned business partners only knew each other from the periphery before opening Vice. They first met at Perry's now long-running vintage buy-and-sell trade exchange expo, Kick It Iowa City.

A few short conversations later, the trio was banding together to create a one-of-a-kind shopping experience in Iowa City, emulating the vibes of the buy-and-trade expo via a brick-and-mortar storefront.

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A humble beginning

Varying opinions meant the crew had to determine what worked best for their business, a meshing of their interests and desires.

"Getting started, I'm not going to sugarcoat; it was tough for sure," Casella said.

Vice has leaned on their experience buying and selling vintage, but most importantly, the group blossomed thanks to their trust as business partners.

Vice began operating out of a converted apartment unit down the road from the current location on Prentiss Avenue, taking shape as an underground shopping spot.

The early stages were tough as they struggled to gain a foothold in the retail market. They needed to establish a fan base.

"It was right outside of downtown. We looked, and the more we looked around, it dawned on us that we could turn this space into something interesting," Casella said. "We even had people sometimes say they were afraid to come inside because of what it looked like from outside because it was kind of unexpected, but as soon as they walked in, they're like, 'wait a minute, like this is crazy.' It was a cool spot. It was kind of like 'if you know, you know' type of thing."

The original storefront was filled with racks of clothes from old-school racing jackets, vintage rock and wrestling tees, trendy streetwear, and highly sought-after collector's items from Air Jordans to Supreme. The items came from Krogul, Casella, and Perry's vintage collections before the clientele started bringing in items to trade.

Vice's earliest clientele were curious college students, who quickly became their biggest fans.

"We started something and had a vision where no one thought was possible," Perry said. "Except for the students that would come from bigger cities because they had more access or were more familiar with this culture or style. We had the faith in our ability to bring something unfamiliar and make it familiar."

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A unique shopping experience

Vice is more than just a retail venture, it is a testament to the power of collaboration. Their nostalgic oasis draws customers in.

A sprawling wall of sneakers at Vice's store at 312 E. Prentiss Street greets shoppers. It's a testament to both style and history. Racks in the middle and the store's perimeter are lined with vintage tees, jackets, and denim, reflecting the eras of fashion and the current cycle of vintage interest. At the store's rear, coveted treasures are displayed in a glass case while the pulse of current hip-hop beats sets the rhythm of the shopping experience.

Vice is rather busy on any given day, with people spending more than an hour flipping through the merchandise, carefully inspecting each article, a process that the owners crave.

"My big thing is I'd love for people to come in and look through everything. There are so many people that will come in and just barely look at stuff," Krogull said. "We didn't put 200 shirts out for someone to just look at five and walk away. When someone comes in and they can see the beauty, that is what gets me excited."

What was just seemingly a front for sneakerheads and streetwear fashion enthusiasts has become a family affair. It's not uncommon to see parents strolling hand-in-hand with their children, whether to shop together or supervise an exchange.

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Trading trends: Inside Vice's dynamic buy, sell, and trade model

Vice's buy, sell, and trade business model is the root that grounds the store and maintains the intrigue of customers. Visitors can bring in their pre-owned or new clothing, sneakers, and accessories to trade for cash. Creating a dynamic inventory that is constantly changing allows customers to refresh their wardrobe, whether they are interested in trading or simply want to buy. The selection is carefully curated, specializing in hard-to-find items and catering to a niche market of collectors and enthusiasts.

While Krogull, Casella, and Perry bring their own expertise and personal style to the storefront, their customers are equal shareholders.

"I always tell people [Vice] is essentially like the stock market," Perry said. “We have to be one of the fastest stores and we have to command a certain type of attention.”

Vice understands its market and constantly seeks ways to keep its inventory fresh and unique.

"We never want to get old and stuck in our ways," Krogull said. "We keep up with what is in the moment or up next. We also have younger employees that keep an ear to the streets, keeping up with what is new and cool."

Some of the more obscure items come in surprising boxes. Casella recalls a man who once brought in a Colombia shoe box that was home to the original 1985 Jordan 1's, a shoe that goes for thousands of dollars on most resell sites.

"The unexpected treasures that come in are the most exciting to us," Casella said.

Vice's evolution and vision for the future

The store has found its stride with longtime supporters and new fans. When Vice opened its current storefront on Black Friday in 2021, there was a line down the block.

That line continues to grow each year.

"I'm happy we made it this far. I wouldn't say I expected us to, but looking back, it's crazy to see the progress," Krogull said. "One step a day, then two steps a day really add up over time."

Behind the scenes, the backroom teems with additional merchandise, eagerly awaiting its turn to take center stage.

Vice has dreams of growing beyond its storefront and social media presence, perhaps one day collaborating with a major sneaker brand. But for now, the trio is riding the wave, fostering a sense of community in Iowa City.

Vice is open Sunday through Thursday from 12 p.m. to 5 p.m. and Friday and Saturday from 12 p.m. to 7 p.m. The store is closed on Mondays.

Jessica Rish is an entertainment, dining and business reporter for the Iowa City Press-Citizen. She can be reached at JRish@press-citizen.com or on X, formerly known as Twitter, @rishjessica_

This article originally appeared on Iowa City Press-Citizen: How Vice reinvented vintage style and sneaker culture in Iowa City