Fashion
For the love of vintage fashion
It’s impossible to ignore the rapid shift among fashion lovers towards vintage fashion. From bags to shoes to clothing, the demand for vintage items is on the rise. Fashion houses like Prada and Gucci are responding to this growing interest by releasing archival collections.
Meet Rucheka Jain, founder of the New York-based brand byrenn, who meets precisely this demand. Jain graduated Magna Cum Laude from New York University in 2021 with a degree in Politics and French. During the Covid-19 pandemic, she shifted her focus from law to fashion, enrolling at the prestigious Parsons School of Design. In 2022, she completed a Master of Professional Studies in Fashion Management, which gave her the skills and confidence to launch byrenn.
Jain's frustration with traditional fashion culture, focused on fast-paced and over-consumption, led her to create byrenn. The name “renn”, derived from Latin, means “rebirth”, and encapsulates the essence of vintage and second-hand fashion. Byrenn doesn't just resell vintage items; it's about creating a collection of timeless treasures for a generation disillusioned by fleeting trends.
Byrenn's journey began with a meticulously curated selection of vintage bags, shoes and ready-to-wear items. Today, byrenn is renowned for its exceptional vintage shoe collection, featuring iconic pieces from luxury brands like Chanel, Dior, Prada and Manolo Blahnik. The brand launches new collections every month, offering 15 to 40 pairs between $300 and $800, depending on the condition and rarity of the item. Recently, the brand expanded its offering with a vintage earring, which included around 20 vintage Dior earrings. Jain's goal is to provide customers with pieces that become meaningful additions to their wardrobe, cherished for their history and craftsmanship.
Since launching nearly two years ago, byrenn has seen steady growth. Jain attributes this to the demand for byrenn’s curated vintage offerings and the incredible loyalty of its loyal customers. The brand’s Instagram account, which has nearly 20,000 followers, features A-list models, actors, and stylists, including Lily Aldridge, Laura Harrier, Danielle Goldberg, and Alycia Debnam-Carey.
The future of byrenn is full of exciting prospects. The brand recently began working with stylists who pull vintage treasures from the brand’s exceptional catalog to style A-list celebrities. Jain is also eager to expand her brand’s reach and connect with her customers in a more personal and tangible way, with a New York pop-up potentially in the works.
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Rucheka Jain's story is one of passion and deep commitment to sustainability. Byrenn is more than a brand, it is a movement towards conscious consumption. According to Jain, buy less, choose wisely and wear forever. To learn more about Byrenn, visit their website Instagram.
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