The idea that history repeats itself is one that can be applied to many different topics. I have found that in the fashion sense, this idea is true. If you pay attention, you may notice that many trends are resurfacing in the fashion industry. By definition, vintage style usually infers that the clothing imitates the style of a previous era. The fact that vintage stores even exist leads me to believe that fashion is a cyclical process. They would go out of business if there wasn’t customers in the market for authentic and timely items.
I have found, what is arguably, the best vintage shop in Florence. The shop is a little bit off the beaten path. It is not on google maps and when I tried to access their website it would not load. I was actually looking for a different vintage store when I passed by MOMO Vintage. I was immediately drawn in by their selection of pieces and authentic vibe. The shop is easy to miss but once you find it you’re never going to want to leave. MOMO’s is a medium sized vintage store that has everything from classic overalls to elegant fur coats. I was completely overwhelmed by the wide selection that they had to offer.
Usually when you go to a vintage store you have to dig through a bunch of junk to get to the good stuff but that is not the case with MOMO’s. Every single item is a beautifully made piece that embodies the word vintage completely.
The shop opened in August of 2017 and has done well ever since. Prior to visiting this vintage shop I was under the impression that the majority of the clothing that they sold was sold to them buy customers and locals. However, when I asked one of the workers, Valentia Mizzona, where they get the majority of their clothes from she told me that there are warehouses throughout Italy where the fabrics are recycled and available to purchase. “It is important to know people,” Valentia said. She has made connections throughout the country that help her find and purchase the right items for the store. They take lots of time and put a significant amount of effort into picking the pieces that they want to offer in their store.
Just like Valentina, the rest of the staff is incredibly welcoming and trendy. They are very helpful and knowledgeable on all of their pieces.
The items are on all relatively higher priced which makes sense since each one is unique and in great condition. They restock their inventory quite frequently to ensure that they maintain a wide range of items. They have both men and women’s clothing and accessories.
Valentina said that they sell handbags more than any other product. They offer vintage Gucci, Louis Vuitton, Chanel, etc. from anywhere around 100-700 euros.
Their customers are a mixture of locals and tourists. She said they get a lot of study abroad students looking for cool Italian finds. When I was walking around in the store I asked some of the customers whether they were local or not. There was two girls from Arizona and a handful of people from around the area that said they come to the store all the time.
MOMO’s does have set prices but Valentina mentioned their ability to negotiate and make deals with their customers if need be to get items off of the self.
One brand that stuck out to me the most was Levi’s. They sell Levi shorts, shirts, jacket, and jeans. They even have a neon sign advertising the fact that Levi is a prominent item that they offer. Tying back to my previous thought that trends are reoccurring, you can note that Levi was a popular brand worn by previous generations and has made a comeback in the past five years, according to Business of Fashion.
Another brand that they had a surge of was Doc Martens’ boots. They were extremely popular in the 1970s and 1980s. Although they never truly went out of style, there has been an enormous rise in sales since 2011, according to The Guardian and Doc Marten's website.
They are all in really good condition and way cheaper than if you were to buy a brand new pair.
MOMO’s Vintage has done an amazing job keeping up with the reoccurring trends. I did some searching around town and I couldn’t find another vintage store as on-trend or overloaded with quality items. Most other vintage stores that I went to only had really old and non-trendy clothes. This is what sets MOMO’s apart from their competitors. There is another vintage store right across the street and it doesn’t even begin to compare. They have a mixture of well-known and Italian brands. My advice is to buy something that you can’t find anywhere else. In the states, I go to vintage and thrift stores every week looking for Levi Jeans or an old, stylish jacket and usually I go home empty handed. I’m not exaggerating when I say that I would buy every single thing in that store if I could. Vintage stores like MOMO’s are rare.
When I told Valentina that I am from Florida she said “Maybe one day we will open up a shop there!” I can’t even begin to imagine the success that a vintage store like this one would have in Florida.
I highly recommend stopping by and looking around. Take advantage of this little gem that Florence has to offer. I have a feeling you won’t be able to leave without falling in love with something and buying it. You know what they say, “One man’s trash is another man’s treasure.”
Tip: The address is Via dei Serragli, 7/r 50124 Firenze. Google maps does not register the name of the shop when you enter it so make sure you put the full address in. It is near the restaurant, Trattoria Giovanni. Their Instagram handle is @nicola_naimoli. There you can find pictures of some of the inventory. Their phone number is 3336477575, if you get lost give them a call.