Blogger Babe Natalie Joos Is Selling Vintage Jeans

Yahoo Style Contributors
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A model wearing some vintage jeans in a meadow. Photography by Felix Wong

Fill in the blank: Style bloggers are the new _______________.

If you answered “muses,” “zeitgeists,” “CEOs,” or “AWs” (look it up), you’re probably right. But retail mavens? That’s something new. So when Tales of Endearment’s Natalie Joos told us she was launching a vintage e-commerce platform on her site, we were intrigued.

Here’s the deal: This fall, Belgian-born Joos teams with Granée, a Swedish fashion warehouse in the middle of the woods. (Seriously, we can’t make this up.) Joos partnered with the Scandinavian brand to sell their vintage deadstock, including enough selvage denim to clothe Edward Sharpe and all of his Magnetic Zeroes.

Joos cast emerging model Lou Schoof—who made her commercial debut in a Chloé lookbook—to wear pieces from the collection. The result is Tales of Vintage, an online store run by the blogger herself and rolling out the Swedish range piece by piece. Items from her own closet will also available. The average price is around $150 and the offerings are bright, graphic, and clean-cut—as if Marimekko and A.P.C. had a baby.

Will the new business venture pay off? We don’t know—but we like the clothes a lot. Plus, if you’d told us ten years ago that Kayture would have more online fans than Sarah Jessica Parker, we wouldn’t have believed that, either.

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